Advertisers Like New ‘Net Ad Guides

A majority of advertising industry decision-makers support new voluntary guidelines issued by the Internet Advertising Bureau for interactive marketing units. That’s according to a survey conducted by the IAB.
The survey, conducted in association with the American Association of Advertising Agencies, found 93% of respondents view the new units as more effective than previous guidelines. Twenty-six percent already use the new, larger units.
Ad industry decision-makers generally view the Internet as a strong multi-platform strategic marketing vehicle with high potential for one-to-one marketing and direct marketing. They also consider the ‘Net a strong promotional tool.
Respondents indicated the greatest difficulties in adopting online advertising are banner size and lack of audience measurement. Low click-through rates are another obstacle.