March 2015 – IAB Europe launches ‘Brand Builders’ – a suite of advertising formats providing optimum potential for branding campaigns
The Brand Builders are part of IAB Europe’s Brand Advertising Framework, a set of initiatives for the converging digital and traditional media environment designed to be compatible with global programmes. The Framework aims to drive brand investment into digital media.
IAB Europe has launched Brand Builders, a suite of six recommended brand advertising formats for PC and Tablet which offers a new branding environment to advertisers.
In order to understand the current advertising formats landscape and diversity of the European market IAB Europe conducted a Brand Advertising Formats Survey which gathered the opinion of over 300 senior publishers, agencies and networks across Europe. The survey highlighted both currently popular formats and those predicted to have a bright future. It also identified formats being sought out by the demand side in contrast to those available from the supply side. This insight has enabled IAB Europe to create a best-of-breed suite of advertising formats – the Brand Builders.
Both static and dynamic (expandable) brand advertising formats are included in the suite to offer diversity to brand advertisers in their campaigns:
Static Advertising Formats:
- 300×600 Halfpage (static) (IAB US Rising Star dimension)
- 728×90 + 160×600 Wallpaper (static)
- 728×410 Landscape (static, new dimension, 16:9 compatible)
Dynamic Advertising Formats:
- 300×250 → 728×410 Expandable Rectangle (float/slide 16:9)
- 728×90 → 728×410 Expandable Leaderboard (float/slide,16:9)
- 160×600 → 300×600 Expandable Skyscraper (float/slide)
The formats within the Brand Builders suite are blank canvases, the only prescriptive detail is the pixel dimension and the rest is to be decided on by the advertiser/ creative agency. Similar sized formats with more prescriptive detail such as the IAB Rising Stars and the BVDW Premium Ad Package can be accommodated within IAB Europe Brand Advertising Framework.
“A key feature of the suite is that it offers a 16:9 TV compatible dimension (x410) with the aim of making brand advertising across TV and digital easier. By providing a 16:9 TV compatible dimension the suite is able to support in-page video advertising. By fuelling the increase of high value, high quality inventory for large scale brand advertisers, IAB Europe also envisages an increase in programmatic trading of premium digital advertising.” said Karim Attia, CEO of nugg.ad and Chairman of the Brand Advertising Committee.
The Brand Builders are the first phase of the IAB Europe Brand Advertising Framework which has been driven by the Brand Advertising Committee2 and its Ad Formats Task Force, a multi-stakeholder group with global, regional and local input. The second phase will see detailed formats, including further of the IAB Rising Stars, being accommodated within the Framework at Interact 2014, the essential meeting place where the whole European digital advertising ecosystem gathers, in Paris on 20-21 May (www.interctcongress.eu).
