Feeds

Aussie advertisers call for more bloat in web ads

They're coming for your bandwidth

  • alert
  • submit to reddit

Remote control for virtualized desktops

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. ®

Remote control for virtualized desktops

More from The Register

next story
BIG FAT Lies: Porky Pies about obesity
What really shortens lives? Reading this sort of crap in the papers
Be real, Apple: In-app goodie grab games AREN'T FREE – EU
Cupertino stands down after Euro legal threats
Assange™ slumps back on Ecuador's sofa after detention appeal binned
Swedish court rules there's 'great risk' WikiLeaker will dodge prosecution
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
10 threats to successful enterprise endpoint backup
10 threats to a successful backup including issues with BYOD, slow backups and ineffective security.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.