2012 has seen an explosion of digital video advertising opportunities. With this explosion comes an increase in the complexity for agencies to create truly interactive campaigns that scale across the digital video ecosystem. Just as it has for years in display, the IAB is meeting this challenge by creating its first ever digital video ad format standards.

We are doing this by enlisting the digital video industry’s best and brightest: You.

The IAB is calling on companies and individuals to submit their best in-stream, linear interactive digital video ad product concepts. In-banner and in-text formats do not qualify. These in-player units must be VAST and VPAID compliant, and an emphasis will be placed on the unit’s behavior within the player, regardless of device. Each submission will be subject to a selection process led by a cross-disciplinary group that includes agency creative directors, media executives and ad operations specialists, who will judge the ad formats for their potential to engage and delight users. The ad unit submissions will be evaluated by the agency working group on the following specific criteria:

• User Experience – How well does the ad format positively impact user experience?
• Branding – How well does the ad format provide a canvas for brand creativity?
• Functionality – How does the ad format take advantage of digital video user behaviors and technologies?
• Integration – How does the ad format enhance the relationship between the ad and the publisher content?
• Adoption – How easily could the ad format be widely adopted across the digital video ecosystem?

In addition, your submission must be open source and not proprietary. Ads that require proprietary technology will not be eligible for Rising Stars status.

Submissions of brand-friendly, creative digital video ad product concepts will be accepted until July 31, 2012. At the turn of the year, a set of “Digital Video Rising Star” ad units will be selected and subsequently evaluated in-market.

Each company may submit up to four entries for free, with each additional entry subject to a fee of $500. To submit you must download and fill out the submission template. Please direct submissions and any questions to Risingstars@iab.net.

“As digital video becomes even more popular, there is an incredible need for standards, as well as inventive solutions that encourage brand marketers and creatives to take advantage of this exploding medium.”
— Niklas Lindstrom, Senior Vice President, Head of Interactive Production, BBDO
 

“The rapid growth of digital video offers agencies a unique opportunity to deliver engaging brand experiences beyond the ‘pre-roll’. The sight, sound, and motion of video plus the interactivity of digital offers unlimited opportunities, but the industry needs standards to allow agencies to focus beyond the technical challenges on creative ideas.”
— Suzana Apelbaum, Creative Director, Anomaly