IAB releases video advertising guidelines

The IAB – the trade association for digital marketing in the UK – has released updated, all-encompassing best practice guidelines for online video advertising. The new guidelines, produced by the IAB’s Video Council, cover all formats of online video advertising, in order to standardise usage and promote growth in an already fast-developing area of internet marketing.

The purpose of the IAB Video Council is to engage the industry on the power of video advertising and make it easier for all parties to do business. The new handbook and digital resource provide guidelines and case studies that will help to continue to build this exciting new way of reaching out to and engaging the online audience. - Robert Black, rainmaker of Utarget.FOX and chair of the IAB Video Council

The IAB Video Council – which comprises of broadcasters, publishers, agencies and networks – has also launched an educational online resource and handbook which take practitioners through every step of the process in running an effective video advertising campaign. This initiative is the result of six months’ collaboration between the council members, and has brought together the majority of the key players in the emerging video market together to offer a single point of reference for marketers.

Publishers including YouTube, Bauer, Telegraph, Microsoft, Yahoo!, Sky, Guardian, Channel 4 and the BBC have all contributed to the initiative. Included in the resource are guidelines for advertisers, intended to aid the usage of the different video advertising formats on offer. They offer a blank canvas for marketers to work from to maximise potential and avoid executions of a poor quality, and recommend the correct size, positioning and length of the following:

• Pre/mid/post-roll adverts
• Interaction in video adverts
• In-stream overlay adverts
• Branded video player skins
• Companion adverts
• Product placement and brand funded content
• Video adverts in social media
• Video sub-sites
• In-text video adverts

This is the first major project for the council in 2009, and will be followed up by a seminar on 4th June and a series of consultative roundtables on research, measurement and creativity.

Online video consumption is through the roof, yet marketers still need further persuading of its huge potential as an advertising channel. The IAB’s updated guidelines now cover every form of video advertising, and will serve to standardise the industry and provide reassurance for marketers that this is where their budgets should go. - Jack Wallington, senior programmes manager of the IAB

The Council is also working towards developing ad serving standards based on the VAST standards in the US, and an industry research project in Q3. The IAB is also calling for more creative agencies and producers to join its Video Council membership, in order to promote the creative potential of online video advertising to the wider industry.

For more information please contact:

• This video guide is a resource that will continue to evolve with the industry, please contact Jack Wallington on jack@iabuk.net to be involved.

• Amy Kean at IAB on 07739 372042 or amy@iabuk.net
• Harriet Clarke at the IAB on 02070506969 or harriet@iabuk.net

• Take a look at the brand new online video marketing guide here.

• Follow the IAB on Twitter