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Online advertising limits to be expanded
Online marketing professionals will be able to get more creative with their internet advertising with a change to the industry standard limit for online ads.
Current file sizes for display advertising on the web are to be doubled, as a result of a cross-industry consultation between the internet advertising Bureau (IAB), advertising body the ISBA and IPA Digital.
The move will make internet advertising more cost-effective and allow for greater flexibility when advertising online, due to the potential for increased animation and content, IPA Digital claims.
It is the first time that the industry standard limit will have changed since it was set up in the late 1990s.
National statistics in 2001 stated that 99.3 per cent of the UK population were on a dial-up internet connection, but the same survey in 2006 found that 69.2 per cent of consumer connections were now broadband, IPA Digital said.
The organisation hopes that increasing file restrictions to a standardised 30k will reflect the changing internet market and aims to eventually increase the capacity to 100k with annual reviews by the IAB.
Guy Phillipson, CEO of the IAB, said: "With the boom of broadband allowing an enhanced user experience, the horizons of online creative have expanded and so it makes sense to update the current minimum file sizes and allow the creative industry to produce richer and more effective campaigns."
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