Web ad guides released

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The Interactive Advertising Bureau and the Coalition for Advertising Supported Information & Entertainment (CASIE) Tuesday released recommendations for interactive advertising standards today in preparation for a Dec. 11 press conference at the Internet World trade show in New York. The recommendations do not differ dramatically from the proposal circulating last week. According to a draft proposal obtained by Advertising Age, the committee's originally recommended nine different banner sizes as well as guidelines for microsites and integrated content (AA, Dec. 2).

This week's proposal cites only eight banner sizes, and emphasizes that the standards are strictly voluntary. Agencies have pushed for standards because of the time and expense of resizing online creative to fit different sites' specifications. Some industry observers, however, have complained that standards will destroy the creative differences among different online ads that draw consumer response and allow marketers to differentiate their brands.

Copyright December 1996, Crain Communications Inc.

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