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

Recommended

OneSource launches insight into credit risks

David Rattray

OneSource Information Services is addressing the problem of accurate credit data and heightened financial exposure in the context of supplier relationships with the launch of a new service, called UK Credit Insights. The new data set includes credit information on over 2.8 million companies provided by strategic partner Creditsafe. “Companies need a fast way to […]

Autoglass pitches media account

Marketing Week

Vehicle glass repair and replacement company Autoglass is pitching its media planning and buying business currently held by Universal McCann. The pitch is being overseen by marketing director David Meliveo. He is a former easyJet marketer and joined Autoglass as head of marketing in June 2006. The company was unavailable for comment. At the end […]

HD drives BSkyBs customer sign up

Marketing Week

BSkyB attracted 80,000 new customers in the first three months of the year, while a cut in the cost of Sky HD helped it attract 243,000 new customers. The satellite broadcaster’s adjusted revenue was up 7% to £3.96bn in the nine months to March 31, while adjusted operating profit rose 13% to £589m. The total […]