Between the Lines: Size matters for online ads

Doubling the size of a print ad doesn't seem an obvious route to more creative advertising. But in the online world, IPA Digital's move to double the file sizes of online ads will go a long way to improving creativity in digital advertising (page 1).

At the moment, technical limitations restrict what can be done. Although increasing file sizes is not a guarantee that creative teams will have better ideas, the move will give them a richer canvas to play with. Instead of static images, banner ads will be able to be animated and interactive, for instance. And with plans to increase sizes further, the sky is the limit.

The change was badly needed - when the industry standard was implemented in the late 90s, 99.3 per cent of internet connections in the UK were dial-up. Now, more than two-thirds of internet access is via broadband.

Securing agreement from industry bodies as well as the major online media owners was done in only two months, a good sign that the digital advertising industry is willing to come together for the greater good.


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