Digital Video Rising Stars Ad Units

The IAB Digital Video Rising Stars are a key addition to the larger IAB Rising Stars initiative, which seeks to create new canvasses for brand advertising on digital platforms, including display and mobile ads. Once a Rising Stars unit has been selected, it will go through a testing process and, with success, be inducted into the IAB Standard Advertising Unit Portfolio, the definitive standards for the digital advertising industry.

The winning Digital Video Rising Star in-stream and linear interactive digital video ad product concepts are:


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Scrollable, multipanel, horizontal unit, much like “The Filmstrip” Display and Mobile Standard Ad Units

Why it was selected:
Richly engaging experience with tons of content possibilities delivered in page with users fully in control

Ad Control Bar

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Sitting above the player controls, an elegant interface allowing viewers to engage in multiple ways, if they so choose

Why it was selected:
Allows any ad to be interactive without affecting video ad content


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Rich ad content overlaid on video, changing in sync with video ad content

Why it was selected:
Targets and invites interaction at the most appropriate moments


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Allows viewer to choose to continue viewing ad content

Why it was selected:
Provides opportunity for deep video engagement, with permission

Full Screen

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Invites viewer to interact and then fills player with a full canvas of interaction possibilities including more video, social and catalogs, among other features

Why it was selected:
Allows for an immersive, in-page ad experience, with users in control

Winning submitters included CBS Interactive, Celtra, DG MediaMind, DoubleClick, Innovid, Jivox, Microsoft, Mixpo, Spongecell, Tremor Video, Yahoo! and YuMe. These winning companies will now collaborate with IAB, the Agency Working Group and digital video ad operations experts over the next 90-120 days to create detailed specifications for the units to run across screens and players.
Digital Video Rising Stars in Action
Zachary Treuhaft
“Digital video is quickly becoming a huge force in advertising.  It's a great way to scale, and provides an excellent new creative canvas that's appropriately tuned for the worlds greatest brands and agencies.  There's a huge need for standards and inventive solutions to help brands and creatives make the best use of this exploding medium.”
— Zachary TreuhaftManaging Director, VML

Suzana Apelbaum
“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