Results tagged “Digital Video Advertising” from IABlog
- For now, think of Advanced TV as supplemental to the standard broadcast plan. The current scale and capabilities of Advanced TV advertising opportunities are a great supplement to, but not yet a replacement for, your traditional TV buy.
- Take advantage of precision targeting, but don’t get too excited about this capability and take it too far. While there is great audience targeting and re-aggregation possible, scale audiences at this time can’t get too specific - e.g. club-footed home-office radiologists in Michigan - or you will lose the ability actually to impact your brand.
- The currency of the space is largely impressions-based, for now. But watch this space, so to speak, for evolution in that area. And channel any feedback you have to the IAB regarding currency and measurement needs, as many of these standards and best practices are being worked out at this time.
- Multiple modes of distribution mean multiple channel contacts are necessary for planning and buying. It’s still worth it, but be prepared to manage this process.
- Agencies should be prepared to allocate additional resources to address the technical needs of Advanced TV and have specific workflow in place.
Elaine Boxer is the Director, IAB Digital Video Center of Excellence.
Elaine Boxer is the Director of Industry Initiatives at IAB.
Chris Falkner is the Senior Vice President of Advanced TV, NBC Broadcasting at NBCUniversal.
Adam Lowy is the General Manager of Interactive & Advanced TV at DISH.
So Why Aren’t You Supporting SafeFrame?
Last year, IAB issued an industry-wide call to replace all iFrames used in digital advertising with SafeFrames. We did so, fully understanding the enormity of the work that would be required of publishers to re-tag an estimated 60% of the Internet—not a trivial task. SafeFrame is a new ad serving technology standard developed to enhance in-vivo communication between digital ads and the publisher pages where those ads are displayed, all while maintaining strict security controls. As we approach the one year anniversary of SafeFrame’s release (March 19th) I think it’s fair to state that, while industry adoption is chugging along, it could be better.
One notable early adopter of SafeFrame is Yahoo. Today a majority of Yahoo’s display advertising inventory is served in SafeFrames (that’s billions of impressions every day!) - and Yahoo is actively pushing towards a 100% deployment goal. To be fair to those still in the process of implementing SafeFrame, Yahoo co-led the industry initiative, along with Microsoft and IAB, to make SafeFrame an advertising standard. Nevertheless, to call Yahoo’s contribution to SafeFrame notable is really an understatement.
Since its release last year, a working group at IAB has been focused on tearing down barriers to SafeFrame adoption. The most cited of which has been the need for support by rich media vendors—an understandable barrier to those who comprehend the technical underpinnings of the digital supply chain. We realized early on that we were in a chicken-and-egg conundrum with respect to SafeFrame adoption—without dedicated support from rich media vendors, who package ad creative for trafficking across a variety of publisher sites, neither advertisers nor publishers would be particularly incented to adopt SafeFrame.
Yahoo stepped up to help the industry address the SafeFrame adoption challenge. Yahoo worked closely with top rich media vendors to get SafeFrame off the sidelines and into production environments globally. As a result of Yahoo’s leadership and efforts, 23 rich media vendors now support SafeFrame (see list of vendors.)
With this significant barrier removed, it’s time for those who have been on the sidelines to take action. And with Google’s update to DFP due to support SafeFrame in the first half of 2014, there should be no doubt that this new technology standard is here to stay.
Finally, what most people don’t know about SafeFrame: it’s not just about viewable impressions. Sure, SafeFrame provides publishers, marketers and third-party ad verification services a simple, transparent, standards-based and cost-free API for determining an ad’s viewability state. And with all the deserved attention 3MS (Making Measurement Make Sense) has brought to viewable this past year, it’s no wonder that folks have honed in on this key feature of SafeFrame. So, while SafeFrame helps to solve for viewability measurement, it can do so much more.
Think of SafeFrame as an extensible technology platform that can be used to solve for many issues confronting our digital supply chain. To name a few, SafeFrame already supports programmatic sale of expanding rich media, sharing of metadata, enhanced consumer security and privacy controls, enhanced publisher security and the prevention of cookie bombing. With more SafeFrame features currently in the development pipeline, we see SafeFrame as a base standard that will be extended in ways we have yet to conceive. Simply stated, SafeFrame is the new container tag for digital advertising: it solves many of the digital supply chain issues we face today as digital advertisers and publishers, and is extensible to solve tomorrow’s problems too.
To learn more about why your company should be supporting SafeFrame, we’ve made it simple, with easy to understand educational materials for the marketplace, including an educational video, a feature comparison chart of ad trafficking methods, and an extensive FAQ.
About the Author
Chris Mejia, former Sr. Director of Ad Technology at IAB
Digital Video has become a thriving advertising channel that enables
rich, engaging creative messaging and provides interaction opportunities
with consumers. You may not know about the technical nuts and bolts behind digital video advertising, so to help you, we’ve created a short educational video, “IAB Digital Simplified: Understanding IAB Digital Video Suite”. This video, narrated by Adapt.tv’s Founder and Chief Product Officer, Teg Grenager, breaks down the processes of digital video advertising and illustrates the technical concepts of the IAB Digital Video Suite (V-Suite). Now you can quickly gain baseline knowledge on some of the critical work developed by IAB members to benefit the interactive advertising industry.
As for digital video advertising, it may not have ever scaled without the help of VAST and VPAID, two specs that are part of the V-Suite. In December 2013, 188.2 million Americans watched a staggering 52.4 billion online content videos. This amounted to 35.2 billion video ad views and 13.2 billion minutes spent watching video ads for the month. Additionally in December, 86.9% of the U.S. Internet audience viewed online video.* Recent estimates show U.S. digital video ad spending will nearly double in four years, climbing from $4.14 billion in 2013 to $8.04 billion in 2016.**
Adoption and use of the IAB V-Suite technical specifications have helped in this growth of the digital video marketplace and IAB seeks to encourage further adoption. We know the full specification isn’t easy reading, so we invite you to check out this video and share it with your colleagues and partners. You’ll be empowered to speak about digital video and these specifications.
The IAB and its member companies have worked extensively to create an interoperable environment for video ad delivery across the digital supply chain. IAB Digital Video Committee working groups representing the industry have invested in long-term collaboration to create a suite of protocols that helps reduce operational complexity for video ad delivery. The result is the IAB Digital Video Suite, which includes three specifications: VAST, VPAID and VMAP. Each one plays a different role to enable communication between video ads and video players, and to simulate a TV ad experience with enhanced interaction.
As with many things in our industry, we’re only going to see more development and progress out of Digital Video. In fact, we’ve already seen attempts at integrating these specifications to work with technology involving connected TVs and cable networks. To stay on top of the issues and learn more about what’s happening in Digital Video, get looped into the Digital Video Committee.
*Source: comScore December 2013 US Online Video Rankings
**Source eMarketer March 2013
About the Author
Jessica Anderson is Manager of Advertising Technology at IAB
Email her at [email protected]