IAB Announces New Guidelines for Rich Media Ads

Earlier this week, the Interactive Advertising Bureau (IAB) issued voluntary guidelines for rich media advertising formats. Among the most controversial aspects are limited file sizes, and the playing of audio or video may only occur after a user chooses to click on the ad.

According to the IAB ( www.iab.net), the guidelines are designed to help encourage rich media advertising by establishing a common starting point to scale creative efforts."Part and parcel of all IAB initiatives, these voluntary rich media guidelines are meant to assist publishers, advertisers and their agencies in creating meaningful and effective advertising," said Robin Webster, president and CEO of the IAB in a statement.

Included in the guidelines are limits to an initial loading file size of 15k for standard banner ads. When a user clicks on or mouses-over the ad, an additional 85k may be loaded for added rich media experience. Similar guidelines require users to click on a banner to play audio and video, with further guidelines to "display a visible ‘stop’ or ‘pause’ button once the audio/video begins."

The guidelines come from the Rich Media Task Force of the IAB, which includes representatives from DoubleClick, CNET, CNN Interactive, MSN, and the Walt Disney Internet Group, among others.

"It is crucial that we, as an industry, help lead in the day-to-day evolution of interactive advertising, and all work with a common purpose," said Shelby Bonnie, CEO and chairman of CNET Networks. "As consumption of Internet media increases, the importance of standards throughout the industry becomes paramount."

In an article written for MediaPost, Bill McCloskey, founder of Emerging Interest, questioned some of the intentions of the guidelines. Noting that the additional 85k of file size must be initiated by a user, causing "a delay in the rich media experience – a hiccup in the action not only sanctioned but mandated by the guidelines – especially for those with slower connections." In addition, McCloskey notes that all sounds and videos must be user initiated: "Imagine watching a television commercial where the sound won’t play unless you first click on a button on your remote control." Opponents would argue that such sounds could be exploited or unwanted, especially in a work environment.

The guidelines come at a time of stunted online ad sales, which have forced some marketers to utilize more intrusive strategies. Perhaps most notorious has been the ubiquitous, carpet-bombing-like saturation of webcam company X-10’s extensive pop-under campaign. Such tactics have come under increased criticism.

Earlier this year the IAB introduced new standards for larger ad units, including pop-ups, skyscrapers and interactive marketing units. The rich media guidelines relate to these established ad sizes. The IAB will reconvene in 6 to 12 months to add new voluntary guidelines or adjust them as appropriate.