It’s Done: Online Video Advertising Standards Are Set by the IAB

By on 05/05/2008 12:05 AM @beet_tv

In a move that has been highly anticipated by content creators, online publishers and advertising agencies, the Interactive Advertising Bureau (IAB), the industry trade organization of online publishers, will announce today that the standardization of online video advertising has been finalized.

Many of the standards, including specifics for companion ads and pre-roll ads have been widely accepted and implemented. 

But the newest form of video advertising, the overlay ads, has lacked standardization.  The new guidelines keep the videos short, as long as 15 seconds and as short as 5.  The IAB also allow "persistent" ads, meaning overlays that stay up as long as the clip is playing.

The maximum length for pre-roll is 30 seconds.

Most of the new standards being announced tomorrow have been posted to the IAB membership for comment.  You can find them here.  For an overview on the online video market and the importance of the new standards, check out this report from eMarketer published last week.

There is still more work to be done in the standardization of online video advertising including pricing the value of engagement. This point was driven home in my interview with Rebecca Paoletti who is director video sales strategy at Yahoo!

I visited the IAB offices in Manhattan on Thursday to chat with Randall "Randy" Rothenberg, president and CEO of the IAB.  Randy, a former New York Times advertising columnist and author, frames the opportunity and challenge in online video.  He says the power of the medium is defined by the "opt-in" engagement of the consumer.  For the ad agencies and publishers, the challenge is how to keep content relevant.

Below are examples of video ad units provided by YuMe, an ad network which serves several different ad units into video streams.  When you watch Beet.TV today, you will find an overlay ad inserted into our stream with YuMe technology.

– Andy Plesser

Tboy_expanded

Tboy_overlay

Recent Videos
image
Piksel Developing Delivery of Personalized Video via OTT, Apps

LAS VEGAS – Piksel, a company that manages OTT solutions for several of the world’s leading media brands, is in the early stages of a personalization engine to deliver relevant videos to individual consumers, explains Miles Weaver, Innovation Lead, in this interview with Beet.TV The new platform ...

image
Ooyala Embraces AdTech with Videoplaza Acquisition

LAS VEGAS – Now owned by Australia’s giant telco Telstra, with a “war chest” for acquisitions, video services company Ooyala has moved into the adtech sector with its acquisition of  Videoplaza last year, explains Andrew Spaulding, Director of Sales Engineering at Ooyala in this ...

518774400_1_648_367
Cisco Brings More Virtual Video To NAB: Yates

LAS VEGAS — This time last year, Cisco unveiled Videoscape Virtualized Video Processing (V2P), a set of technologies allowing video workers to process their material using virtual, or cloud, services. Now it says it has improved the offering, after feedback received from customers. Cisco service ...

image
Microsoft Unveils New Video Player, Encoding Solutions

LAS VEGAS — Microsoft has used the NAB Show to announce it is expanding its video services suite, including a new video player that speaks fluent HTML5 as well as other standards. Azure Media Services is getting a new video player and transcoding that will take place in the cloud. “(Azure ...

image
Brightcove Touts Integrated Video Ad Services with “Once”

LAS VEGAS – With the acquisition last year of video adtech company Unicorn, Brightcove, the Boston-based video services company, has made a strategic move into video ad monetization sector, explains Mike Green, VP for Marketing and Business Development, in this interview with Beet.TV The company ...

image
Better Video, Audio Coming To MPEG-DASH: Microsoft’s Sodagar

LAS VEGAS — The next-generation format for video compression has grown fast over the last couple of years, with adoption from names including Google’s YouTube, Microsoft’s Azure, Adobe Primetime and Akamai. Support for live ad insertion, digital rights management and the HEVC standard was added ...

image
Yahoo Expands Programmatic Video Ad Offering with Brightroll Integration, Andrew Snyder Explains

Yahoo’s acquisition late last year of programmatic video adtech company Brightroll means that the giant publisher will use data and analytics to target consumers with highly relevant video advertising, explains Yahoo’s Andrew Snyder, VP for Video Sales in this interview with Beet.TV The ...

image
Partnership Is Fuel For Creativity: MediaLink’s Kassan

Call it alchemy, call it a meeting of minds, but marrying up seemingly-disparate disciplines it the key to unlocking business growth. So says one of the leaders of cross-disciplinary media consultancy MediaLink. “Partnership is what makes this world go around,” according to CEO Michael ...

image
Advertisers Can Have Their Cake And Eat It: Simulmedia’s Morgan

Brand TV advertising these days is something of a scattergun approach – you pay to reach large audiences, but you can’t guarantee the distribution will really achieve the desired result. Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are ...

image
SpotXchange Offers Publishers VideoElephant’s Video Content

Many advertisers don’t believe there is sufficient high-quality video content out there on which to advertise. So SpotXchange, an ad tech platform serving video advertisers, is offering to help publishers increase their video output, without having to produce video of their own. The company is ...

image
Akamai’s CEO Leighton: Demand for Bandwidth Will Grow but Pricing will Moderate

LAS VEGAS —  For Akamai, the global  content delivery network, demand for bandwidth has grown by 60 percent annually and will continue to accelerate with the delivery of  high quality files delivered across screens.   While demand is rising, Akamai is seeking to level costs for media owners, ...

image
Cox’s Videa Unit in TV Ad Automation Pact with Videology

LAS VEGAS, Videa, a Cox-owned supply-side platform bringing automation and data-driven decision-making to broadcast television, has entered into a multi-year partnership agreement with Videology, a leading software provider for converged TV and video advertising, to enable media buyers to programmatically ...

loader