IAB Australia releases new draft standards for online ads

IAB Australia has released updated draft industry-agreed standards for online advertising placements, known as the Universal Advertising Package (UAP) following six month’s review and industry consultation.  The UAP now includes guidelines for rich media as well as standard ad units, which are the most commonly bought ad units.   

IAB Australia first issued online ad standards in 2008 with the purpose of assisting marketers, agencies and media companies involved in the creating, planning, buying and selling of online advertising.  The new UAP was developed following a review process which included input from the IAB Standards and Guidelines Council with representation across publishers, MFA, The Communication Council and Media Agencies; consideration of existing international IAB UAP ad standards and of Australia’s current internet connection speeds.

Paul Fisher, CEO of IAB Australia said: “One of the IAB’s goals is to make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers alike.  The new UAP aligns Australian with global standards and ads to the infrastructure required to sustain the continued double digit growth of the online display advertising industry.”

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 broader membership of the IAB, The Media Federation of Australia and the Communications Council will review and provide the IAB Standards and Guidelines Council with their comments and suggested amendments.  The final guidelines will be published in Q1 2011.

Organisations involved in the drafting of the UAP include Brandscreen, CBS Interactive, 1st Digital Media, Fox Interactive Media, MFA, 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