Creatives, pubs team up for updated ad unit criteria
ADOTAS – For the first time creative agencies added their input to the IAB’s update of its criteria for standard ad units. The release coincided with a discussion of current state and future of ad units at the Ad Operations Summit that featured representation from the creative and technical fronts.
Only seven of the current 18 standard ad units meet the IAB’s new criteria developed by the Reimagining Interactive Advertising Task Force, a publisher-agency assemblage. Standard units must be regularly bought and offered throughout the marketplace.
During the summit panel, Mark Lucas, executive creative director of Razorfish, noted, “Ads are noise; we want to use anyway we can to get customers to embrace them.”
That said, he argued that standardized formats can also encourage creativity — boundaries can actually be gateways to clever ideas. In addition, “Efficiency from standardization allows for more money to tell a story,” he said.
Becky Minervino, vice president and interactive strategist with McKinney, agreed that a highly defined structure can be quite liberating, especially in terms of mobile and video advertising. However, she warned that if standard formats don’t grow with time, there is the fear of ads turning into wallpaper.
Noah Brier, head of strategy for the Barbarian Group, on the other hand, said he preferred to shy away from talk of standards and efficiencies; as every client wants something different, creating customized ad formats is a good selling point.
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