After successful tests with a small group of advertisers, the IAB determined that the new larger ad sizes enhanced impact and response and facilitated more attractive creatives. This is stated in a press release by Real Media Europe, a division of 24/7 Real Media, dispatched through Yahoo! News. But is it really like this, I mean, the bigger the better? I’m not so sure. Sometimes I feel like the IAB provides the industry with guidelines and suggestions that don’t really fit in the reality, but just the big portals’ needs. Online advertising is not only about size, it’s about context, relevance, timing and quality of the content. Let’s try not to forget it.
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