The question is how much can it change without annoying users. Gawker Media seems to be doing well by allowing takeover advertising, and others believe online ads should have more creative input rather than being decided by media planners and publishers. Randall Rothenberg, Interactive Advertising Bureau president and CEO, said at the annual meeting last week that standard designs for web pages may need to be revised.
“Creative agencies were absent,” Rothenberg told Mediaweek “You didn’t have the right people in the room.” Lately, many have wondered, “Have we designed the medium in a way that makes it appropriate and useful for the craft of persuasion?”
The IAB has formed a 12-member board of agency executives focused on improving Web creative.
David Payne, CEO of ShortTail Media, at the IAB meeting also added that it was time to stop making every decision based on user experience. He wants a standard, home-page-takeover-type unit that will appeal to brand advertisers. That proposal was aimed at combatting an overabundance of supply, low pricing and bad creative.
I believe independent sites will become test cases. Right now, the standards are safe and comfortable, though not as profitable as they once were. No one wants to take the chance of being out front and sending users elsewhere.
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