IAB News Article Display Page
April 3, 2008
IAB Issues Digital Video Ad Formats for Public Comment

Go directly to the new guidelines and leave your comments.

In its continuing strategy to enhance marketplace efficiency the Interactive Advertising Bureau (IAB) announced the release of a set of Digital Video Ad Format Guidelines. These guidelines and best practices address 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.

“Digital video has matured beyond the experimentation stage, and continues to be one of the most exciting platforms within the interactive landscape,” said Randall Rothenberg, President and CEO of the IAB. “The creation of these formats and guidelines will allow digital video to continue to flourish on two levels-- creativity and marketplace efficiency.”

These guidelines are part of the IAB’s ongoing effort to improve marketplace understanding of the role of digital media in the marketing and media ecosystem. They update and supersede the IAB Digital Video (Broadband) Ad Creative Guidelines, released in 2005.

“These guidelines put a foundation in place that will open the floodgates for online digital video—sight, sound and motion will now be able to achieve even greater scale across interactive while innovation continues to move forward,” said Mike Hurt, Director, Industry Development of Microsoft and Co-Chair of the IAB’s Digital Video Committee.

Members of the industry including advertising agencies, advertisers, online publishers and technology vendors are encouraged to read the proposed guidelines and submit comments on the IAB site at www.iab.net/DV_guidelines. The comment period will last for thirty days. Following a review of the feedback, the guidelines will be finalized and publicly released.