The new ad-size standards launched by the Internet Advertising Bureau on Feb. 26 include "skyscrapers" up to 120 X 600 pixels and "rectangles" up to 336 x 280 pixels -- three times the average ad size currently in use.
The IAB, which includes members such as DoubleClick, America Online and CNET, says it's introducing the new sizes because they're necessary to enhance the creativity, emotional appeal and interactivity of Internet ads.
But Webwasher CEO Dr. Horst Joepen says the new ads are "network hogs." Three times screen size translates into roughly three times file size, he pointed out. "For home users, that may mean waiting three times as long for an ad to download."
"For large enterprise networks, the impact on network bandwidth and performance could be hundreds to thousands of times worse, depending on how many employees are online," Dr. Joepen said.
Copyright March 2001, Crain Communications Inc.