ADMA guidelines to improve efficiency

In a bid to improve efficiency and reduce costs, the Asia Digital Marketing Association has released new guidelines for digital marketing formats across the region.

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According to ADMA chairman David Ketchum, advertisers new to the digital channel are finding it difficult to keep costs down — with much of their budget spent on resizing and reformatting their advertising to accommodate different standards from portals and online owners.

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He said the new guidelines would help standardise the digital industry, and allow for a greater percentage of the total budget to be spent on buying the space.

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"With a very small portfolio of sizes, the new guidelines allow advertisers to reach 99 per cent of people in Asia-Pacific, and the guidelines make digital marketing more accessible and less complicated," said Ketchum.
"Portals, content providers, agencies and advertisers are beginning to standardise formats, but there is still a long way to go."

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Developed in consultation with the Hong Kong 4As, MSN, Next Media Interactive, Pixel Media HK and Yahoo, the guidelines include recommendations on shapes, file sizes, usage of banners, rectangles, site takeovers, as well as e-direct mail.

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Ketchum said the guidelines would be presented to the industry through a variety of touchpoints, including speaking engagements, seminars and workshops.