IAB Australia issues new online advertising standards
3 March 2011: Following extensive industry review, IAB Australia today issued its Universal Advertising Package (UAP), a set of industry-agreed standards for online advertising placements. The UAP has been issued to update the Australian industry-agreed standards for online advertising placements and guidelines for new forms of advertising not included in the first 2008 released standards.
The guidelines, which are intended for marketers, agencies and media companies involved in the creation, planning, buying and selling of online advertising, seek to simplify the media creation and buying process, deliver operational efficiencies, and drive growth.
Paul Fisher, CEO of IAB Australia said the updated UAP is necessary to support the industry’s rapid growth: “Much has changed since the first UAP was introduced in 2008 and with 21 percent annual growth, standards such as UAP will help to streamline online advertising and assist in future market growth.
“With the recently released PwC OAER report showing online advertising is on track to reach $3billion in 2012, it’s time to bring Australian standards in to line with the rest of the world,” said Mr Fisher.
For the first time, UAP includes guidelines for rich media as well as standard ad units, which are the most commonly bought ad units.
The UAP guidelines for standard ad units specify the format, ad name and max file weight, as well as ad creative due dates. The rich media guidelines specify the format and category, maximum load file size, rich flash file size, video (polite download), flash specifics, audio initiation, maximum animation length and controls, as well as ad creative due dates. The UAP also includes a listing of published specifications already provided by online publishers.
The UAP was developed after a review of existing international IAB UAP ad standards, consulting the IAB Standards and Guidelines Council with representation across publishers, the Media Federation of Australia, The Communications Council and Media Agencies; and taking Australia’s current internet connection speeds into consideration.
Organisations involved in the drafting of the UAP include Brandscreen, CBS Interactive, First Digital Media, Fairfax Digital, Fox Interactive Media, the Media Federation of Australia, Mediamind, MySpace, News Digital Media, ninemsn, Realestate.com.au, Sensis Digital Media, Ten, The Communications Council; and Yahoo!7.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Incorporated in July 2010 by nine founding members - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
• To be the primary advocate for the interactive marketing and advertising industry
• To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au
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