Just an Online Minute... The Last Word on Big Banners
"The new IAB online ad standards are nowhere near achieving a high level of acceptance from Web sites," said Charlie Buchwalter, VP of media research for Jupiter Media Metrix. "There has been an increase in the number of ads matching the standards, but not enough to make a dent in the overall market."
According to AdRelevance data, 9% of websites experimented with a new banner size prior to the official launch of the IAB specifications. However, less than 40% of those sites utilized an exact IAB-specified ad format during February.
"Some sites have become flexible to the idea of larger formats, however, it will take time for others to code their sites to accommodate larger formats. Even when a site does work giant ads into its content, like CNET, it often uses a size that differs from IAB standards," Buchwalter said.