IAB: When Is Rich Media Really Rich?

The Interactive Advertising Bureau today released guidelines that would update the definition of rich media as well as revise guidelines for other ad formats. The IAB has asked for comment within the next 30 days before locking down them down.

When asked about the highlights, Marla Nitke, IAB spokeswoman, pointed to the three bullet points in the IAB news release. The highlights are:

*Redefine rich media. It would refer to “advertisements with which users can interact (as opposed to solely animation and excluding click-through functionality) in a web page format,” the proposed change reads. Rich media, under the proposal, also includes in-page and in-text digital video ads where the associated content isn’t streaming in a player.

*Offer guidance on file weights and animation lengths for both rich and non-rich media online ads.

*Address ad formats such as banners and buttons as well as transitional and various over-the-page units such as floating ads, page take-overs and tear-backs. New units would include a 720×300 pop-under and a 300×100 or 3:1 rectangle.

“These standards aren’t bad for creatives. They seem to be an efficiency
for media traffickers. A “one size fits all” standard is great but we
could loose the dynamism that online adverting used to enjoy,” Dorian Sweet, creative director/digital strategist, wrote to ClickZ, when asked for his thoughts on the proposed standards.

And this from Deep Focus CEO Ian Schafer: “The only thing that jumps out at me as significant is this: ‘Redefine rich media so that ads must be interactive aside from the
ability to click-through in order to be categorized as rich media.’

“I like that. Another reason to talk about ‘engagement’ and its relative metrics, and another reason for all ads to be rich media.”

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