IAB revises ad guidelines to incorporate VR, 360 video, emoji and sticker marketing at Ad Week NY


The IAB has revealed a complete overhaul of its portfolio of standardized ad units, inviting the public to comment on its latest recommendations for cross-screen ad formats.

In an attempt to garner public attention on the advertising industry generated by this week’s Ad Week New York activity, the trade body hopes to raise awareness of the perils to the media industry posed by the rise of ad blocking, and win over public sentiment.

As part of the initiative, the IAB has released a complete overhaul of the IAB Standard Ad Unit Portfolio, and invited the public to offer their opinion, on the latest recommendations that look to put its LEAN principles (launched last year in reaction to the rising tide of ad blocking) at the core of the units.

The trade body claims the overhaul will suit brands’ growing need to reach consumers across multiple screens at scale, with a number of pre-set aspect ratios designed to adapt to devices. Additionally, new guidelines have been laid out for virtual reality and 360-degree video ads, as well as digital advertising that uses emojis, stickers, and more.

“This new portfolio reflects the diverse ways that digital is being enjoyed by consumers, whether on websites, in mobile apps, through social media platforms, or elsewhere,” said Alanna Gombert, senior vice president, technology and ad operations, IAB, and general manager, IAB Tech Lab.

“All in all, this rethinking of the IAB Standard Ad Unit Portfolio will set the stage for marketers, agencies, and creatives to approach the future with the utmost confidence in digital’s ability to effectively reach and captivate audiences.”

The public comment period will run until 28 November – from there feedback will be applied to further develop the proposed ad unit.

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