Basic ad units recommended for Online Advertising

Growing revenue in online advertising is a key strategy for FPS and our member newspapers in 2008. A major challenge to this goal is the availability of similar or standardized ad units within all member websites. The cost of developing multiple creative for each newspaper can be prohibitive – even for a major advertiser. As a start, the following standard ad units have been identified by our current client group. These ad units are more than likely available on your website today, but we are trying to identify where we might have gaps.

The six ‘basic’ ad units, established from IAB Guidelines are as follows:

* Medium Rectangle: 300 x 250 IMU
* 3:1 Rectangle: 300 x 100 IMU
* Half Banner: 234 x 60 IMU
* Button: 120 x 60 IMU
* Leaderboard: 728 x 90 IMU
* Wide Skyscraper: 160 x 600 IMU

We are also receiving numerous requests for ‘sliding billboards’ but the differences vary too widely across newspapers, so we will continue to approach those on a case-by-case basis. Flash animation is also important to be included in each of these ad units.

In the near term we will be contacting every member to determine capability of acceptance of these ad units as well as availability and restrictions.

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