Web Banners Web Banner Formats and Standards 2 — Questions and Answers
Question 1: What does 'skyscraper' refer to in web banner advertising?
- A banner displayed only on high-traffic websites
- A tall, narrow vertical banner format (Correct answer)
- A banner that appears above all other page content
- A full-page takeover ad
Correct answer: A tall, narrow vertical banner format
A skyscraper is a tall vertical banner, commonly 160×600 pixels (wide skyscraper) or 120×600 pixels.
Question 2: What is a 'billboard' ad unit in IAB's New Ad Portfolio?
- A physical outdoor advertisement
- A 970×250 pixel large-format desktop display ad (Correct answer)
- An ad displayed on streaming video platforms
- A banner that covers the entire browser window
Correct answer: A 970×250 pixel large-format desktop display ad
The IAB billboard is a 970×250 pixel high-impact display unit designed for prominent placement on desktop pages.
Question 3: What is the difference between a 'static' and a 'rich media' banner?
- Static banners are larger in file size
- Static banners are non-animated images; rich media banners include interactive or animated elements (Correct answer)
- Rich media banners can only be used on social media
- Static banners are HTML5 while rich media banners are JPEG
Correct answer: Static banners are non-animated images; rich media banners include interactive or animated elements
Static banners are fixed images, while rich media banners incorporate animation, video, audio, or user interaction.
Question 4: Which file format is the current industry standard for animated web banners?
- Flash (SWF)
- Animated GIF
- HTML5 (Correct answer)
- MPEG-4
Correct answer: HTML5
HTML5 replaced Flash as the standard for animated banners because it works across all browsers and devices without plugins.
Question 5: What does 'VAST' stand for in digital video advertising?
- Video Ad Serving Template (Correct answer)
- Visual Ad Scaling Technology
- Verified Ad Serving Tool
- Video Animation Standard Template
Correct answer: Video Ad Serving Template
VAST (Video Ad Serving Template) is an IAB standard XML schema for serving video ads across different players.
Question 6: What is an 'expandable' banner ad?
- A banner that grows in file size over time
- A banner that enlarges from its original size when a user interacts with it (Correct answer)
- A banner that fills the entire screen on mobile
- A banner served at higher resolution on retina displays
Correct answer: A banner that enlarges from its original size when a user interacts with it
Expandable banners start at a standard size and expand to a larger panel when a user hovers over or clicks them.
Web Banners Web Banner Formats and Standards 2
What does 'skyscraper' refer to in web banner advertising?