Feeds

Aussie advertisers call for more bloat in web ads

They're coming for your bandwidth

  • alert
  • submit to reddit

Intelligent flash storage arrays

If you’re watching a free-to-air television program, your direct financial input to the communications channel between you and the TV station is effectively zero. Whatever it costs the broadcaster to use its spectrum is paid by the broadcaster. When an advertiser yells out the latest TV, computer and carpet specials, it’s because the advertiser paid to use a resource owned by the broadcaster.

On the Internet, the user’s channel is paid for by the user – but try telling that to the Austrailan advertising industry. According to a report on Australia’s media and marketing Website mUmBRELLA, advertisers - via The Communications Council - are asking to more than double the standard file size for online ads at major sites.

The increase – from 40 kB to 100 kB – wouldn’t lead to slower page loads, according to Iain McDonald, chair of the CC’s digital committee and executive creative director at agency Razorfish, because "we’ve got an NBN on the way". He also said that since the average Web page size is 1.3 MB, the increase was trivial overall.

He told mUmBRELLA that "Australia has a great opportunity to start showing the world what we can do".

The agency world also wants the file size increased because it's so hurtful when they deliver innovative, engaging and truly fabulous creative, only to have the site owner send it back to have it shrunk, all so users and Google robots can load the pages faster.

In the other corner is the Interactive Advertising Bureau, representative of Australia’s media owners, which is concerned that bigger ads would lead to bigger bandwidth bills for media owners and higher advertising prices. Following the current Australian trend, the IAB has asked for a cost-benefit analysis of larger standard ad file sizes. ®

Internet Security Threat Report 2014

More from The Register

next story
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Lords take revenge on REVENGE PORN publishers
Jilted Johns and Jennies with busy fingers face two years inside
Yes, yes, Steve Jobs. Look what I'VE done for you lately – Tim Cook
New iPhone biz baron points to Apple's (his) greatest successes
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
Edward who? GCHQ boss dodges Snowden topic during last speech
UK spies would rather 'walk' than do 'mass surveillance'
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.