HTML5 embraced in new interim Creative Guidelines released by IAB

Posted by Melani Theodorou On September 04, 2015 Media Releases

SYDNEY, 4th September 2015: IAB Australia has announced that its Standards and Guidelines Council working group has published new interim Creative ad specifications which will address industry concerns around the recent changes to Flash support by browsers. The Creative Guidelines replace the existing HTML5 guidelines which were published in 2013 HTML5.

The announcement come as the industry adjusts to this week’s ‘switch off’ with Adwords no longer serving Flash ads on Chrome. All other Flash Ads can continue to serve on Chrome, but will see significantly reduced click-through-rates because users will need to click once to watch an ad, and click again to click through or interact with it.

“As an industry we need to be nimble and work to the strengths of modern browsers, so our Council has focused considerable attention on refining and updating our Creative Ad Guidelines to assist marketers and advertisers,” said Alice Manners, CEO of IAB Australia. “The updated Guidelines will be just the first step in the process of helping the industry transition to the HTML5 dominant landscape.”

Key issues addressed in the IAB Australia Creative Guidelines include increasing base file weights to accommodate increased ad payload requirements; acknowledging that material will be developed by creative teams rather than fully qualified front end developers; and drawing distinctions between creative specific JavaScript/CSS and common libraries that power ads.

HTML 5 Specifications can be found here.


About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.

IAB Australia’s board includes representatives of, Fairfax Media, Google, Mi9, Network, News Australia, REA Group, Telstra, TressCox Lawyers and Yahoo7. It has four objectives:

  • To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
  • To deliver the benefits of ad funded interactive experiences to Australians
  • To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
  • To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press

For further information about IAB Australia please visit:

For further information please contact:

Alice Manners
CEO – IAB Australia
T: 0408 107 399

Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995

Melani Theodorou