Recommendations for "broadband video commercials" are nearly identical to a set the group floated in May, prior to a feedback period.
The Interactive Advertising Bureau (IAB) issued a set of guidelines for "broadband video commercials" today, which it defines as ads appearing before, during or after broadband content such as video and games.
The recommendations are virtually identical to a set the group floated in May, prior to a feedback period.
They suggest an ad length of "up to :30" for commercials appearing before or during content. Post-roll ads may be any length. Interactivity, such as clicking within ads, is a matter of publisher discretion, and fast-forwarding should be disabled during ad play.
On ad specs, the guidelines say advertisers should present these ads in a 4:3 or 16:9 aspect ratio, at a minimum encoded bit rate of 200 Kbps. The minimum suggested panel size is 300 x 225 pixels.
The guidelines are also notable in part for what they don't address. They contain no mention of how in-stream video ads should be tracked, reported or frequency capped. The IAB notes the omissions and says it may address these issues in the future.
In a statement, the IAB said the guidelines "were developed to further enhance the user experience without constraining creative opportunities for marketers and will improve the efficiency and ease of planning, buying and creating online media."
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Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
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Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
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