The IAB Ad Unit Guidelines are intended for marketers, agencies and media companies for use in the creating, planning, buying and selling of interactive marketing and advertising.

I was talking to a friend of mine yesterday in the position of having to buy Internet Advertising. She was a little uncertain about the details of how to have her designer prepare banners that would be generally accepted over multiple uses. For her, she has spent time, money, and efforts with the designer, who has to customize marketing collateral to meet her needs on a campaign by campaign basis. Again…. what is the best practice and solution to avoid this?

Internet Advertising Bureau To The Rescue

As defined above, the IAB steps in and adopts and endorses and yes, even creates suggestions on the best sizes of buttons, banners, pop-unders, pop-ups and more. This has helped to standardize the way that the colleague I consulted with, can advise her designers to design… without all the headache.
They make suggestions based on:

1. Size: Actual pixel width and height
2. rotating animation type (animated gif length or flash size)
3. and concentrate on the most common sizes

It can be noted though, that not all websites conform to this model. However, if you are in charge of internet-based spending, it would be suggested that you get familiar with this page: http://www.iab.net/iab_products_and_industry_services/1421/1443/1452
This will help you to help your designers, cut some design time, and have a set of online marketing collateral that is portable enough to start a campaign at will

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