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Internet Advertising Bureau and CASIE Identify Most Commonly Used Banners on the Web

New York, NY – December 10, 1996 – The Internet Advertising Bureau and CASIE, two trade organizations which together represent the sellers, buyers and creators of advertising on the Internet, today announced the first voluntary industry standards for Web banner advertising. The groups said the joint publication of their “Proposal for Voluntary Model Banner Sizes,” which identifies the eight most commonly accepted Web advertising banners, will greatly reduce the complexity of Internet advertising today and unleash the creative power of advertising agencies.

In issuing the set of voluntary recommendations, which are based on an examination of all existing banner models, the groups said the models will enable agencies to focus on the creative content of Internet advertising rather than the physical dimensions of the ad space.

The standards were created in response to industry-wide concern about the proliferation of types and sizes of banners which are the most commonly used form of advertising on the Internet today. According to industry estimates, more than 250 different banners are in use.

“The Internet is taking an important step in its evolution as an ad medium by moving in this direction of standard ad sizes,” said Richy Glassberg, chairman of the IAB’s Standards & Practices Committee and Vice President/General Manager, Sales, Turner Interactive Marketing & Sales. “This will make it easier for agencies and advertisers to develop advertising and will further establish the Web as a viable mass medium.”

“The proliferation of banners has created a massive problem for advertisers and their agencies, which sometimes have to create their ads in 50 or more sizes,” said Mike Donahue, Senior Vice President, AAAA. “These voluntary guidelines will greatly streamline the advertising production and placement process and contribute to the overall growth of Internet advertising.”

“Banners are the current dominant form of Internet and interactive advertising,” said Robin Webster, Senior Vice President of ANA. “However, CASIE and the IAB encourage the continuing exploration of other advertising models such as interstitial pages, push advertising, microsites, Web advertorials and sponsored activities.”

As part of the proposal, the IAB and CASIE also called for regular discussion on emerging Internet advertising models. The proposal recommends a series of conferences — to be convened by the IAB — to foster further discussion about the benefits of voluntary standards or models for emerging formats for Internet advertising and to release additional proposals. All interested industry parties will be invited to participate in these meetings, which will be held on each coast.

“We want to continue to address the many complex issues facing buyers and sellers of this powerful new medium and create a mature industry that attracts a growing number of mainstream advertisers,” said Mr. Glassberg.

“CASIE looks forward to continuing its dialogue with all industry parties as we work together to realize the full power and potential of this new advertising medium,” Mr. Donahue said.

In making the announcement, the groups emphasized the strictly voluntary nature of the standards which were created in response to requests from the advertising community.

CASIE is a joint task force of the Association of National Advertisers, Inc. (ANA) and the American Association of Advertising Agencies (AAAA) established in May, 1994 to create an environment where consumers have the broadest array of high quality interactive media options at the lowest possible cost. To accomplish this, CASIE believes that advertising revenue must be a key funding source for information and entertainment in the evolving world of interactive media.

The Internet Advertising Bureau, created in 1996, is the first organization devoted exclusively to maximizing the use and effectiveness of Internet advertising. The association is comprised of more than 125 companies involved in Internet advertising, including virtually all major commercial interactive content providers and consumer online services.


Marla Nitke IAB

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