Did you know that the “standard” 468 x 60 ad size has not only been around for more years than I can remember, but is part of the Universal Ad Package (UAP), as published by the Interactive Advertising Bureau?
Let’s start with the idea that a body exists to try to ensure that ads conform. Do advertisers like the idea of their work being as unobtrusive as possible? Maybe we should stick to black and white text only? Perhaps with a standard text link that says “click to see an ad“?
Next, let’s consider how long the format has been around. I was selling 468 x 60 banner advertising space on an old software site years before SoftwarePromotions was formed in 1997, so by web standards, 468 x 60 is seriously old.
Don’t get me wrong, I’m not against “old” for the sake of it. Ask my parents. But I know that when I was still selling those banner slots more than twelve years ago, my PC monitor and resolution were smaller, they probably used less colours, and my internet connection was a lot slower.
So why are we still using standards from 15 or more years ago? I know the IAB’s UAPs have expanded a little with time, but surely it’s time for something new here.
Back in the day when we connected with blazing fast 56.6K modems, the web was a very slow place. Some people actually bought software that would stop 468 x 60 banners ads from being displayed within their browsers. This meant less annoyance and a faster rendering of the pages.
There are three reasons why few people buy banner-blocking software today. Firstly, our connections are much faster. Secondly, many browsers have this functionality built-in for those who wish to use it. But most importantly, we don’t need software to block out 468 x 60 banners anymore. We are exposed to so many of them every single day that we no longer see them. Overwhelming quantity has rendered them invisible.
Like the four-coloured Microsoft flag on our Windows start menu, we just don’t notice them anymore. You just glanced at yours right now, and probably did a quick squint-and-count to see if there really are four, right? Yet how many times a day do you click on that button?
Getting targeted leads to click your ads is getting harder with each passing day, and just having the right product is no longer enough. You need innovation to catch their attention. You can do better than a 15 year old invisible standard.
