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."
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
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.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014