The Interactive Advertising Bureau Launches Digital Video In-Stream
Ad Format Guidelines
Simplification and Efficiency Lead the Way to Continued Explosive
Growth
NEW YORK (Business Wire EON) May 5, 2008 --
The Interactive Advertising Bureau (IAB) today announced the release of “Digital
Video In-Stream Ad Format Guidelines.” Created
by the IAB’s Digital Video Committee, a group
comprised of 145 leading interactive companies, they are the definitive
format guidelines that directly address digital video advertising.
The guidelines focus on the most widely used current in-stream ad
products, including linear video ads, non-linear video ads and companion
ads. They were created in order to meet the following marketplace needs:
-
Simplifying digital video ad buying across multiple sites through
minimum common ad specifications for video, overlay and companion ads.
-
Achieving more efficient operations through a common set of creative
submission guidelines.
-
Increasing consumer understanding of ad interactions and environments
through best practice recommendations for creative development and
player environments.
“The interest surrounding digital video is no
surprise,” said Randall Rothenberg, president
and CEO of the IAB. “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 document is part of the IAB’s ongoing
effort to improve marketplace understanding of the role of digital media
in the marketing and media ecosystem.
“These guidelines respond to the very real
market need of simplification and standardization that will continue to
propel the explosive growth of online digital video,”
said Mike Hurt, director, Industry Development of Microsoft and Co-Chair
of the IAB’s Digital Video Committee. “I
am proud to have worked with a team of industry leaders on the IAB
Digital Video Committee who together have brought this important
industry initiative to fruition.”
“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.”
To view the guidelines, please go to: www.iab.net/dv_guidelines
IAB Launches Digital Video Ad Format Compliance Seal
Simultaneous with the release of the guidelines, the IAB launched today
a compliance program for web publishers who adhere to the Digital Video
In-Stream Ad Format Guidelines. Interactive publishers will display an
IAB Compliance Seal on their websites and will in turn be listed on the
IAB website. To date, 44 companies are already compliant with the
guidelines. For a complete list of those companies please go to: www.iab.net/dv_compliance
About the IAB’s Digital Video Committee:
The Digital Video Committee of the IAB is comprised of 145 member
companies actively engaged in the creation and execution of digital
video advertising. One of the goals of the committee is to implement a
comprehensive set of guidelines, measurement, and creative options for
interactive video advertising. The committee works to educate marketers
and agencies on the strength of digital video as a marketing vehicle.
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net)
represents over 375 leading interactive companies that actively engage
in and support the sale of interactive advertising. IAB members are
responsible for selling over 86% of online advertising in the United
States. On behalf of its members, the IAB is dedicated to the continuing
growth of the interactive advertising marketplace, of interactive’s
share of total marketing spend, and of its members’
share of total marketing spend. The IAB evaluates and recommends
standards and practices, fields interactive effectiveness research, and
educates marketers, agencies, and media companies, as well as the wider
business community, about the value of interactive advertising.
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