Monday, May 5, 2008
The Interactive Advertising Bureau Launches Digital Video In-Stream Ad Format Guidelines

Simplification and Efficiency Lead the Way to Continued Explosive Growth

NEW YORK, NY (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:
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 www.iab.net.

IAB Media Contact:
Marla Aaron
Director, Marketing Communications
212.380.4714
[email protected]