In an effort to provide more exposure to publishers and create less intrusive advertisements, the Interactive Advertising Bureau in the US has rolled out six new online display formats. But is six too many to get our head around?

The new displays are much larger than previous formats and include interactive properties, allowing video, games and quizzes to be included.

The IAB hopes that by giving brands additional exposure, advertising agencies will be inclined to shift more of their TV and print budgets to the web.

In 2009, spending on internet advertising in the UK overtook TV, cornering almost a quarter of the market.

That year, TV advertising fell 16.1% to £1.64bn will online spend increased to £1.75 billion, up 4.6%.

And in 2010 digital ad spend has grew 47%, according to the Q2 2010 Online Advertising Market Report from the Rubicon Rubicon Project.

From just the first quarter of the year to the second, CPMs across the Rubicon 20 Index – which include NBC Universal, Time, and Gannett – rose by an average of 25%.

The internet now accounts for almost a quarter of all advertising money spent in the UK, while advertising revenue on TV now makes up little over a fifth.

So it’s not surprising that the IAB in the US is staying ahead with new formats.

The six new formats were all developed by companies related to the digital marketing business, including AOL, Google and Microsoft.

The new approach to display advertising is reminiscent of AOL’s own Project Devil format. The new display type, unveiled by AOL last year, puts more emphasis on single large ads, rather than scattered ads all over a website.

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