New Standard Interactive Ad Sizes

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Mar 3, 2010 by Mark Maier

From The Interactive Advertising Bureau...

IAB Ad Unit Guidelines 2009 Update

Standard Ad Units Meeting New Criteria

Seven units met the new criteria for being a standard ad unit:

Medium Rectangle 300x250

Rectangle 180x150

Leaderboard 728x90

Wide Skyscraper 160x600

Half Page Ad 300x600

Button #2 120x60

Micro Bar 88x31

These seven units accounted for approximately 80% of total impression weight over the past 12 months

and each had broad availability along with favorable effectiveness/creative preference assessments.

The four units listed in bold make up the Universal Ad Package (UAP). Launched in 2002, the UAP

was meant to reduce the costs and inefficiencies associated with planning, buying, and creating online

media. As the 2009 review shows, the UAP has been widely adopted and the four sizes still account

for the vast majority of impression weight in the marketplace. Any publisher who offers the UAP must

be able to reach the majority of its audience through the set of four ad sizes. The Ad Unit Guidelines,

as well as creative guidelines covering rich media and digital media, expanded upon the UAP because

of an industry need for further standardization across a number of additional ad types, including

increasingly popular smaller sizes (e.g. Button #2, Micro Bar). The UAP has not been changed since

its launch, but future Ad Unit Sizes Working Groups will consider expansion if the standard ad unit list

can be effectively kept to a manageable number of sizes.

Standard Ad Units Not Meeting New Criteria

All of the units below failed to meet the Impression Weight and Availability criteria by large margins:

Square Pop Up 250x250

Vertical Rectangle 240x400

Large Rectangle 336x280

3:1 Rectangle 300x100

Pop Under 720x300

Full Banner 468x60

Half Banner 234x60

Button #1 120x90

Vertical Banner 120x240

Square Button 125x125

Skyscraper 120x600

These units will not be removed from the standards list in 2009. However, if publishers or agencies

would like to see these ad units continue to be considered as standard, the units must be made

available by a much broader number of publishers and bought in much larger numbers by agencies.

Any unit that does not meet the new criteria by the end of 2010 will be removed from the list.

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