What Marketers Need to Know About New IAB Display Advertising Formats
Slideshow from companion article, Bye, Bye Banner: Emerging Display Formats & What Marketers Need To Know @ MarketingLand.com (http://marketingland.com/bye-bye-banner-emerging-display-formats-82626 ) by Peter Minnium, the Head of Brand Initiatives at the Interactive Advertising Bureau (IAB) where he leads a series of initiatives designed to address the under-representation of creative brand advertising online. Article Abstract: A renaissance in digital display advertising is underway which will finally put an end to the tyranny of the banner. Smart publishers, brand marketers and agencies will participate in creating the new digital advertising order by adopting and experimenting with new mobile, native, digital video and, yes, browser banner formats like the IAB Rising Stars. A digital ad ghetto, consisting of the right rail and leaderboard, became embedded in the digital advertising world early and has stubbornly held on despite advances in device forms and capabilities, bandwidth and user expectations.
