Wednesday, May 07, 2008

The Interactive Advertising Bureau Launches Digital Video In-Stream Ad Format Guidelines

The Interactive Advertising Bureau Launches Digital Video In-Stream Ad
Format Guidelines

Business Wire via NewsEdge :

Advertising Writers/Business Editors

NEW YORK--(BUSINESS WIRE)--May 5, 2008--The Interactive Advertising
Bureau (IAB) today announced the release of "Digital Video In-Stream Ad
Format Guidelines." Created by the IAB's Digital Video Committee, a
group comprised of 145 leading interactive companies, they are the
definitive format guidelines that directly address digital video

The guidelines focus on 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.

"The interest surrounding digital video is no surprise," said Randall
Rothenberg, president and CEO of the IAB. "Consumers have been swift to
embrace the digital video experience online, and marketers have
incorporated it just as rapidly into their advertising plans. With the
creation and adoption of these formats and guidelines, we see no end in
sight to its potential for growth."

The document is part of the IAB's ongoing effort to improve marketplace
understanding of the role of digital media in the marketing and media

"These guidelines respond to the very real market need of simplification
and standardization that will continue to propel the explosive growth of
online digital video," said Mike Hurt, director, Industry Development of
Microsoft and Co-Chair of the IAB's Digital Video Committee. "I am proud
to have worked with a team of industry leaders on the IAB Digital Video
Committee who together have brought this important industry initiative
to fruition."

"We believe that advertisers should focus on delivering great creative
and compelling messaging - not be deterred by having to figure out which
video ad format they should use," said Michael Walrath, senior vice
president of Advertising Marketplaces, Yahoo!. "Yahoo! is thrilled to
have participated in the development of the IAB's standards, which will
play a critical role in driving the industry forward. Not only will this
make it easier for advertisers to get their video creative online, it
will also provide a better experience for users."

To view the guidelines, please go to:

IAB Launches Digital Video Ad Format Compliance Seal

Simultaneous with the release of the guidelines, the IAB launched today
a compliance program for web publishers who adhere to the Digital Video
In-Stream Ad Format Guidelines. Interactive publishers will display an
IAB Compliance Seal on their websites and will in turn be listed on the
IAB website. To date, 44 companies are already compliant with the
guidelines. For a complete list of those companies please go to:

About the IAB's Digital Video Committee:

The Digital Video Committee of the IAB is comprised of 145 member
companies actively engaged in the creation and execution of digital
video advertising. One of the goals of the committee is to implement a
comprehensive set of guidelines, measurement, and creative options for
interactive video advertising. The committee works to educate marketers
and agencies on the strength of digital video as a marketing vehicle.

About the IAB:

Founded in 1996, the Interactive Advertising Bureau (
represents over 375 leading interactive companies that actively engage
in and support the sale of interactive advertising. IAB members are
responsible for selling over 86% of online advertising in the United
States. On behalf of its members, the IAB is dedicated to the continuing
growth of the interactive advertising marketplace, of interactive's
share of total marketing spend, and of its members' share of total
marketing spend. The IAB evaluates and recommends standards and
practices, fields interactive effectiveness research, and educates
marketers, agencies, and media companies, as well as the wider business
community, about the value of interactive advertising.

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