IAB Issues Video Ad Guidelines
IAB Issues Video Ad Guidelines
The Internet Advertising Bureau has issued new creative guidelines for online video advertising, including standards for commercial length and consumer control options.
Under the new guidelines, the IAB's Broadband Committee recommends that video ads be no longer than 30 seconds for spots that run prior to and within content, though advertisers may run longer spots at the end of content.
Also, the committee recommends that users be presented with the option to start and stop any online video ads, and that they also be permitted to control volume at all times.
---I think the MTV's, NBC's, etc. will push back on the idea of allowing the user to start/stop ads. Just as people skip ads using Tivo, they would likely skip online ads--and in most cases, ad revenue is the only means of supporting a site. If advertisers know their ads are being skipped, they may seek to plant their ad dollars elsewhere.
To assist advertisers, the IAB is publishing a list of publishers which are currently compliant with the new guidelines. Publishers which are IAB members will be eligible to receive a “compliance seal.”
The IAB said that it plans to further examine several issues related to broadband ads down the road, including standards for the tracking and serving of video ads and frequency capping guidelines.
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