IAB Set To Launch New Standards For Online Video Ads

The Internet Advertising Bureau (IAB) is set to launch the first industry-wide standards for online video advertising, supported by its members including Sky and Bauer.

The standards are being launched following concerns that advertisers are not using online video opportunities due to the varying degress of quality and different file types.

The IAB hopes the standards will simplify the planning, creative and buying process for media owners, particularly for cross-site campaigns, according to reports.

Media owners including AOL, Bauer, BSkyB and ITV have already accepted the video standards, which are expected to include recommendations such as video ads being 15 seconds or less.

Other key standards, covering pre-roll, mid-roll and post-roll, will suggest that video ads contain legible text and should be in widescreen, which is 16:9 ratio.

Jack Wallington, programmes manager at IAB, said: “Video standards are essential for advertisers to get the most out of the medium. The IAB strongly advises creating ads specifically for online, playing to the medium’s strengths.”

IAB: 020 8683 955 www.iabuk.net