CASIE recommends building a new Web ad system from the ground up, with six defined banner styles. Such a move would require all Web publishers to redesign their sites to accommodate the new ads, but would also standardize Web ad units just as TV spots are standardized in 15-, 30-, 45- and 60-second units. CASIE said it will survey Web publishers in the next two weeks to ascertain their feelings.
The Internet Advertising Bureau, meanwhile, has been conducting its own study of ad banner standardization and is in the midst of a separate survey of Web publishers and agencies. IAB acting Chairman Rich LeFurgy, of Starwave Corp., said IAB's nearly 100 members will get surveys next week asking their opinion on different banner standardization proposals, and the CASIE recommendation will be one proposal considered.
The CASIE proposal is modeled after a recommendation made by CKS Partners. CASIE heard presentations last week from CKS and Modem Media, which had proposed a separate guideline based on the five most popular banner ad sizes. But John Nardone, Modem's director of media and research and the driving force behind the Modem proposal, said he has no problems with the CKS proposal.
Copyright October 1996 Crain Communications Inc.