Thursday, April 3, 2008
The Interactive Advertising Bureau Issues Digital Video Ad Format Guidelines for Public Comment

Continues Its Work To Bring Efficiency and Standardization Online

NEW YORK, NY (April 3, 2008) – In its continuing strategy to enhance marketplace efficiency the Interactive Advertising Bureau (IAB) today announced the release of a set of Digital Video Ad Format Guidelines. These guidelines and best practices address 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.

“Digital video has matured beyond the experimentation stage, and continues to be one of the most exciting platforms within the interactive landscape,” said Randall Rothenberg, President and CEO of the IAB. “The creation of these formats and guidelines will allow digital video to continue to flourish on two levels-- creativity and marketplace efficiency.”

These guidelines are part of the IAB’s ongoing effort to improve marketplace understanding of the role of digital media in the marketing and media ecosystem. They update and supersede the IAB Digital Video (Broadband) Ad Creative Guidelines, released in 2005.

“These guidelines put a foundation in place that will open the floodgates for online digital video—sight, sound and motion will now be able to achieve even greater scale across interactive while innovation continues to move forward,” said Mike Hurt, Director, Industry Development of Microsoft and Co-Chair of the IAB’s Digital Video Committee.

Members of the industry including advertising agencies, advertisers, online publishers and technology vendors are encouraged to read the proposed guidelines and submit comments on the IAB site at The comment period will last for thirty days. Following a review of the feedback, the guidelines will be finalized and publicly released.

About the IAB’s Digital Video Committee

The Digital Video Committee of the IAB is comprised of over 100 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:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the 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 educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

IAB Media Contact:
Marla Aaron
Director, Marketing Communications
[email protected]