Advertising industry supports new online ad formats

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New York--Advertising agency executives support new voluntary guidelines for interactive marketing units, according to a joint survey by the Internet Advertising Bureau and the American Association of Advertising Agencies, released Tuesday. According to the survey, 93% of ad agency decision-makers said they view the new ad guidelines as more effective than previous ones set forth by the IAB. The new guidelines, issued by the IAB last month, encourage advertisers to use seven new ad formats, including two new vertical units and five larger rectangular units. Of the agency executives surveyed, 26% said they are already use the new larger units, and 43% said they warrant a higher CPM rate.
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