IAB launches video advertising standards

By Marketing Week 6 Aug 2008 8:06 am

The Internet Advertising Bureau (IAB) is launching the first industry wide standards for online pre-roll and post-roll video ads. It is hoped they will simplify the planning, creative, booking and buying process, as well as improving quality.

The IAB says the standards are a response to concerns that advertisers are not capitalising on online video opportunities, “as many traditional agencies and production companies continue to ignore the needs of media owners.”

Online video usage is increasing rapidly, with 11.45m people watching video clips online in January, according to BRMB. The IAB says media owners are receiving a multitude of file types and varying degrees of quality.

The standards recommend that video ads should be 15 seconds or less, should be widescreen and have a specified dimension size of: Primary 16:9, 426×240 pixels or Secondary: 4:3, 320×240 pixels. The IAB recommends bit rates of 200kbps, 500kbps and 750kbps. The IAB also recommends that ads contain legible text in video ads and less detail, in order to consider screen size.

The standards are available to download from the IAB website.

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