Good Design Makes it Interactive. Bad Placement Makes it Interruptive.
Do you remember the annoying flashing banner ads at the top of your screen? The ones that promised you could “click here to win $10,000!” Do you remember fifteen ads popping up before you could even read your online morning news? Digital media advertising has come a long way since the days of flashing banner ads with marching ant borders.
So, how did we get from flashy, in-your-face neon ads to rich media ads with engaging interactive overlays? The ever-evolving digital advertising industry is guided by the Interactive Advertising Bureau (IAB). Since 1996, the IAB has established standards and best practices for digital media advertising. You may ask, who made the IAB the boss? Well, technically, no one did, and they aren’t. The IAB issues best practices, not requirements. Currently, 86 percent of online advertising in the United States meets IAB standards.
One of the best advancements that came from the IAB is the “Pop-Up Task Force,” which is a behind-the-scenes group with the goal of understanding the needs and challenges of publishers, marketers and consumers. In 2004, the task force issued voluntary guidelines for advertisers, intended to improve online advertising as a medium for advertisers and consumers. The result: defined standards for pop-up and pop-under ads that satisfied everyone. One of the established guidelines holds that, “each user should be exposed to no more than one pop-up ad for each visit to an online site.” For marketers, these guidelines are very important because they create a direction for an online ad format that plays an important role in today’s interactive advertising campaigns.
At ThomasARTS, we are passionate about keeping up with the advancements and changes in interactive advertising — and that means staying up to speed on IAB research and running campaigns that follow IAB guidelines. Creating digital advertising campaigns for our clients that are interactive rather than interruptive is our focus at ThomasARTS. If you’d like to hear more about our approach, give us a call today!