Realizing the need to have standards approved by all industry stake holders, the Interactive Advertising Bureau (IAB) formed the IAB’s Digital Video Committee (DVC) in October 2007. In the past 15 months, the IAB’s DVC has written and has submitted 4 major standard initiatives that have been approved for preroll video advertising. Any standard developed by the IAB must go through a public comment phase in order to allow non-IAB members, non-Committee members, agencies (American Association of Advertising Agencies / 4A’s), advertisers (The Association of National Advertisers / ANA), etc a chance to review before it becomes a full standard.
With the standards now approved and in place, marketers and agency buyers can include preroll video advertising in their media plans and have accountability just as they would for traditional media. Preroll video advertising can now be evaluated on an apples to apples basis with television on both a national and local level.
When compared to television advertising, all preroll video advertising purchased through SpotXchange will give the buyer much more accountability in the following metrics:
1) how many unique viewers were reached
2) frequency capping for each piece of creative by viewer
3) real time optimization by creative by site based on ad playrate, ctr and conversions
4) re-targeting viewers based on their interaction or lack of interaction with the ad
5) target in-market buyers for auto’s, home goods, consumer electronics and many more product categories.
As a contributing member of the IAB’s DVC, SpotXchange would be happy to review all standards with you and answer any questions you may have. Here are brief descriptions for each of the 4 major standard initiatives and links to the full document.
1) A Digital Video Advertising Overview
This document serves as a high level introduction to the digital video ecosystem and defines in-stream(pre-roll), in-banner and in-text ad units.
2) Digital Video In-Stream Ad Format Guidelines and Best Practices
This document defines the creative sizes and advertising specs that video sites can offer advertisers. These guidelines simplify operational aspects of creating and delivering pre-roll ads.
3) Digital Video In-Stream Ad Metrics Definitions
This document defines additional non-currency in-stream metrics such as playrate and completion rate for all sites. This will allow buyers to receive common reporting metrics from multiple media partners that are consistent.
4) Digital Video Ad Serving Template (VAST)
VAST establishes a standard way for ad servers to respond to video player ad requests. VAST supports linear video ads, non-linear overlay ads, and companion banners, thus matching the formats specification previously released.
Happy New Year to you!