TORONTO, July 8 /CNW/ - Following the successful creation of the US IAB's
Universal Ad Package (UAP), a joint task force of IAB Canada Publisher and
Agency Members worked to define a similar set of Online ad standards for the
Canadian market. In January of 2005, IAB Canada released a Canadian Universal
Ad Package (CUAP) of Standard leaderboard, skyscraper and big-box ad units,
that both IAB Publisher and Agency Members agreed to support. In April of
2006, IAB Canada released similar standards for Rich Media Expandable,
Floating and Transition ads.
2008 Updates To The CUAP
As of June 2008, in accordance with a commitment to perform periodic
reviews of all standards, IAB Canada has:
- Updated the CUAP for both Standard and Rich Media ads;
- Introduced a NEW! Video Ad standard;
- Developed a NEW! Recommended Creative + Ad Tag Naming Convention;
- Compiled a NEW! Ad Features By Publisher Database; and,
- Created a NEW! Universal Ad ClickTAG standard.
The revised CUAP for Standard and Rich Media Online Ads is now packaged
in a simple one-page format that allows creative designers to pinpoint specs
for ad file size, animation time, Flash version and Flash animation; plus
provides definitions for Standard and Rich Media ads and a refresher on IAB
Late Creative deadlines for various ad units.
New In-Stream Video Ad Standards are easily understood at-a-glance as
well, with video ad duration, player aspect ratio, filesize, codec, container
and Flash animation rate all present.
The one-pager also contains examples of the new Recommended Ad Creative
and Ad Tag Naming Conventions, as well as a clear list of formats that the IAB
and its Publisher Members do not accept within the CUAP (such as
pop-ups/pop-unders, ads with audio on (except in a Video channel), and
"I'm really proud of how well thought-out and considered, the changes to
IAB Canada's 2008 Online Ad Standards are," says Paul Vincent, Sales Strategy
& Operations Manager of Microsoft Canada, and Chair of IAB Canada's Ad
Operations Committee. "The goal of IAB Canada's Ad Operations Comte., was to
really "walk a mile" in the shoes of ad Agencies, in order to understand how
to best simplify and organize information for their creative teams and
outsourcing partners. By distilling the most important information down to a
single page and developing the new products that we have, we believe the
resulting efficiencies will not only lower the over all costs associated with
buying, selling, developing and distributing Online advertising - but will
also help drive creative innovation in the coming years."
IAB Canada Ad Operations has also liaised with IAB US, in order to make
sure standards across North America are as unified as possible. Still, the
Canadian standards lead in many areas - including increased file size
allowances for "polite" ad content download (e.g. Video content that loads
behind the scenes, but would be ready to present to a consumer who rolls over
an expandable ad), due to Canada's high-speed Internet environment.
The only significant difference between Canadian and US Online ad
standards comes in the form of Video standards. Since Overlay Video ad units
(ads that appear in a transparent layer on top of non-advertising Video
content), and In-Text Video ad units (ads that are activated by clicking on or
rolling over specially-highlighted text within non-advertising, text-based
content), have not penetrated the Canadian market to any great extent - IAB
Canada has instead focused on developing an In-stream Pre-roll Video Ad
Standard for the more dominant pre-roll ad units.
But, there are also Canadian and worldwide industry firsts within the
updated standards. The Canadian first is the new Ad Features By Publisher
Database. A hugely, yet simply detailed Excel document, the Database will be
updated quarterly, and is designed to be another at-a-glance tool to assist
Agencies in keeping track of IAB Member Publisher capabilities, in terms of
3rd party adserving, rich media, video, geo-targeting, behavioral targeting,
ad sequencing, frequency capping, conversion tracking, etc., etc.
The Worldwide firsts include IAB Canada's Recommended Creative and Ad Tag
Naming Convention (designed to help Publishers and Agencies keep track of
multiple versions of ad creative and ad tags), and the creation of IAB
Canada's NEW! Universal Ad ClickTAG.
Developed and project managed by Ben Cormier, President of
Netprophets.com, and Vice Chair of IAB Canada's Ad Operations Comte., IAB
Canada's new Universal ClickTAG is compliant with all major ad servers across
Canada, and is designed to simplify the development and tracking of Flash ad
"Advertisers and Agencies don't need to know all the technical problems
in tracking Flash ads that are solved by IAB Canada's new Universal ClickTAG
standard," says Cormier. "All they really need to know, is that until now, the
lack of a universal Flash ClickTAG standard has resulted in increased costs
for their in-house/or outsourced creative teams - who before today - would
have been forced to create, deliver and track multiple copies of the same
Flash ad creative, for no good reason whatsoever."
The new IAB Canada Canadian Universal Ad Package for Standard, Rich Media
and Video Ads as well as the new Ad Features By Publisher Database and
Universal Ad ClickTAG, can be downloaded from the Standards section of the IAB
For further information:
For further information: Paula Gignac, President, IAB Canada, (416)
598-3400 (ext. 26), http://www.iabcanada.com/iab_can/contact_form.shtml