Introduction

The IAB UK is making it easier for you to create and run online video adverts across many of the UK’s largest video content websites by creating a single standard that can be used by all of the leading publisher sites below:

Publishers that can accept the IAB standard file

• AOL
• Bauer
• BSkyB
• Channel 4
• CNET
• Guardian
• ITV
• Microsoft
• MTV / Viacom
• Telegraph
• Tiscali

Agencies and providers that can work with this standard

• Advertising.com
• Coull
• MVMediaGroup
• Novarising
• UTarget
• FOX

* all of the publishers have their own additional formats. To find out more, please contact publishers directly.

The standard video advert, outlined in the box below, is intended to be used alongside bitesize short-form video content in embedded players on the internet – currently the most widely used form of video. While companies will accept other file types and forms of advertising, all of the companies listed to the right will be able to accept this one standard, making it easier for you to produce great creative that will reach the widest audience.

Make video adverts for online!

Video adverts should be made specifically for online, or at least be re-edited to make the most of the medium. The smaller viewing panes and shorter attention spans of online consumers means TV and cinema adverts are not appropriate, yet over the last year we’ve seen advertisers using them online anyway. While this has been the easiest and cheapest way to use a video advert online, it certainly isn’t the best way to achieve good results and return on investment.

Online video advert standard

As a direct response to confusion and the poor use of video advertising online, the IAB has created a standard for advertisers to use when making their adverts. You should use these details when making the creative for your video adverts. If you are making a TV or video advert, you can simply use the below details to help you make an accompanying online edit of the video – or even create something unique to the medium.

The below details can be used to create video adverts that appear within embedded players showing short content (usually around 3 minutes or less, but includes anything a media owner considers short). An advert using the standard can be used either before content (pre-roll) in the middle of content (mid-roll) or after content (post-roll).

Contact us

You can comment on the above specifications and add your company to the list by contacting Jack Wallington, jack@iabuk.net