IAB updates best practice guide for online video advertising

The Internet Advertising Bureau has updated its best practice guidelines for online video advertising in a bid to standardise usage of ad formats in the emerging sector.

The guidelines have been produced by the IAB Video Council, which includes representatives from YouTube, Guardian, Sky, Channel 4, Bauer, Telegraph, Microsoft, Yahoo and the BBC, with the aim of creating a single point of reference for marketers.

The guidelines for advertisers recommend size, positioning and length of formats such as pre, mid and post-roll ads, interaction in video ads, in stream overlap ads, in-text video adverts and companion adverts.

It also includes guidance for marketers using product placement and brand-funded content, branded video player skins, video adverts in social media and video sub-sites.

The IAB’s Video Council has also launched an educational online resource and handbook with advice for running an effective video advertising campaign.

The guidelines are the first major initiative from the Council this year, which also aims to develop ad serving standards based on the VAST standards in the US.

The IAB Video Council, which is chaired by Robert Black, rainmaker of Utarget.FOX, plans to launch a series of roundtables on research, measurement and creativity and a research project in Q3. The IAB is calling on creative agencies and producers to join the council to help promote online video.

Jack Wallington, senior programmes manager of the IAB, said, “Online video consumption is through the roof, yet marketers still need further persuading of its huge potential as an advertising channel.

“The IAB’s updated guidelines now cover every form of video advertising, and will serve to standardise the industry and provide reassurance for marketers that this is where their budgets should go.”

This story first appeared on newmediaage.co.uk

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