IAB ANNOUNCES BROADBAND VIDEO COMMERCIAL MEASUREMENT GUIDELINES
Guidelines Determine the Point at which a Broadband Video Commercial is Counted
New York, NY (May 15, 2006) – Today, the IAB, in conjunction with its Broadband Committee and Measurement Task Force, announced final Broadband Video Commercial Measurement Guidelines at the IAB Leadership Forum: Broadband & Beyond in New York. These measurement guidelines determine at what point a broadband video commercial is counted and address on-line browser or browser-equivalent based Internet activity that involves streaming video and audio advertising content and are principally applicable to Interactive media companies and ad-serving organizations.
In keeping with the principles of the Global Internet Ad Impression Measurement Guidelines, the IAB continues to usher in a whole new era of media measurement and accountability. Once again, this measurement standard measures the ad itself, at the point where a consumer views the commercial, versus other media that measure the programming or content.
By issuing this set of measurement guidelines in the early stages of this burgeoning platform, the Interactive media industry has taken a proactive step in helping to streamline the development of infrastructure and business practice. The broadband guidelines were completed after an industry-wide thirty-day public comment period.
“We applaud the IAB and the Interactive industry in their leadership on creating these important broadband measurement guidelines which will help marketers leverage this fast-growing advertising platform with real confidence,” said Bob Liodice, President and CEO, ANA. “These guidelines which promote consistent and reliable broadband advertising are a clear indication of the maturing of the interactive industry as a whole.”
The guidelines state that “a valid broadband ad impression may only be counted when an ad counter (logging server) receives and responds to an HTTP request for a tracking asset from a client. The count must happen after the initiation of the stream, post-buffering, as opposed to the linked broadband content itself. Specifically, measurement should not occur when the buffer is initiated, rather measurement should occur when the ad itself begins to appear on the user’s browser, closest to the opportunity to see.” A “Broadband Video Commercial” is defined as a commercial that may appear before, during, and after a variety of content including streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content.
“The creation of the IAB Broadband Video Commercial Measurement Guidelines reinforces the Interactive industry’s commitment to be the most accountable advertising medium,” said Greg Stuart, CEO, IAB. “As with all IAB measurement guidelines, these guidelines further establish consistency for the marketplace allowing marketers and their agencies to create the most engaging and effective Interactive campaigns possible.”
These Guidelines are an adjunct to the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. Planners and buyers can use these Guidelines to assist in determining the quality of broadband measurements. For companies who have already been audited against the current Guidelines, it is recommended that inclusion of Broadband Video Commercial Measurement be made upon the next regularly scheduled auditing and certification cycle. These broadband-specific guidelines are intended supplement the auditing and certification process. For a list of companies who have already been certified or have committed to a “certified-by” date, please click here.
About the IAB
Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 250 leading interactive companies that actively engage in, and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices; fields interactive effectiveness research, and educates the advertising industry about interactive advertising.
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