Online Video Ads Guide Released
ADOTAS – The Interactive Advertising Bureau is hoping to help interactive advertisers and consumers extract themselves from the increasingly thorny thicket of online advertising video formats. The proliferation of formats in recent years has been a source of frustration and has distracted the industry from the important things they like to focus on, like making bank.
The IAB has released “Digital Video In-Stream Ad Format Guidelines,” created by its digital video committee, a group of industry leaders plucked from 145 top interactive advertising companies.
The guidelines focus on the most popular in-stream advertising products, like linear and non-linear video ads and companion ads.
“The interest surrounding digital video is no surprise,” said Randall Rothenberg, president and CEO of the IAB, in a release. “Consumers have been swift to embrace the digital video experience online, and marketers have incorporated it just as rapidly into their advertising plans. With the creation and adoption of these formats and guidelines, we see no end in sight to its potential for growth.”
The IAB’s digital guide is part of its move to shape the role of digital media online and beyond. Earlier this year, the bureau released “privacy principles” for behavioral targeting ads.
“We believe that advertisers should focus on delivering great creative and compelling messaging — not be deterred by having to figure out which video ad format they should use,” said Michael Walrath, senior vice president of advertising marketplaces, Yahoo. “Yahoo is thrilled to have participated in the development of the IAB’s standards, which will play a critical role in driving the industry forward. Not only will this make it easier for advertisers to get their video creative online, it will also provide a better experience for users.”
For a full list of the guidelines, go here.
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