Since this trend has kept growing almost unstoppably since 2005, there's no sign it will ease off pretty soon. If you want to get a comprehensive overview of the opportunities to monetize your existing video archive or your upcoming daily video production, the International Advertising Bureau has put together an official set of guidelines and metrics to make sense of the emergent set of standard in-stream video ad formats.
All other recommendations in this document should be considered best practices and should strongly be considered for adoption, but are not necessary for compliance.
Although many of these formats can apply to full-screen and live experiences, this document does not specifically address those environments because of the high level of customization between publishers.
While this document's purpose is to develop more standardization in the most common areas of the digital video landscape, the IAB continues to encourage creativity and innovation in video ad formats. As with all IAB guidelines, this document will be updated as the dynamic digital video advertising landscape progresses and new ad formats become more widely adopted. In November 2005, the IAB Broadband Committee (now the Digital Video Committee) released creative guidelines for online video commercials to further enhance the user experience and improve the efficiency of planning, buying, and creating online media without constraining creative opportunities for marketers. Since 2005, both the experiences and consumption of video content have evolved significantly and newer video ad formats have been introduced to compliment these emerging types of video experiences and environments.
Currently the most common digital video ad experiences are either viewed within or around "in-stream", "in-banner" or "in-text" video formats.
In-Text Video is generally user-initiated and triggered by relevant highlighted words within content.
Linear Video ad: The ad is presented before, in the middle of, or after the video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program. One of the key characteristics of a linear video ad is that the user watches the ad in addition to the content as the ad takes over the full view of the video.
Common linear video ad formats include pre-rolls, interactive takeovers, and short bumper vignettes that appear prior to the video content stream. Non-linear Video ad: The ad runs concurrently with the video content so the users see the ad while viewing the content. Both linear and non-linear video ad formats have the option of being paired with what is commonly referred to as a "Companion Ad". Companion Ads: Commonly text, display ads, rich media, or skins that wrap around the video experience. The primary purpose of the companion ad is to offer sustained visibility of the sponsor throughout the video experience.
Companion ads may offer click-through interactivity and rich media experiences, such as expansion of the ad, for further engagement opportunities. A time-limited video advertisement that can be shown before, in the middle of, or after the user sees the content in the video player. It is important to note that this is a minimum consideration set and that other ad sizes may also be offered by a publisher in addition to at least one of the listed sizes.
It is recommended, but not required for guideline compliance, that publishers adopt the following list of specifications in order to encourage standardized and more operationally efficient submission practices. Scalability: If scaling of ad is possible, publishers should disclose to buyers in creative specs how scaling may occur.
Publishers should disclose to advertisers when running multiple ads in a pod during commercial breaks.
Publishers should accept at least one of the following formats for companion ads: jpeg, gif, png, swf (Adobe Flash), and xap (Microsoft Silverlight).
In order to deliver optimal user experiences, publishers should continuously manage and analyze the ratio of ads to content. Ad duration can continue if the user continues to interact with the ad based on publisher criteria. When possible, simple interaction cues, such as a small graphic or animation, should be included to ensure users understand when and how to interact with the ads. If user interacts with invitation, content is paused and full video ad is displayed in the video window. If user does not engage with overlay it may disappear, collapse to a "leave-behind" companion ad or be persistent for entire content play. Publishers should include a persistent close button in the upper right corner of the overlay ad unit. Publisher should clearly use overlay labels to identify unit as "Advertisement" within frame or next to overlay unit.
The ad is most commonly presented anchored to bottom of player, but may be anchored along the top or side of player at the publisher's discretion.
Like the overlay, this unit presents an invitation to engage with the ad concurrently with the content experience. However, rather than overlaying the content, the non-overlay ad's invitation resides outside the live video frame but within the video window. It is important to note that this is a minimum consideration set and that other ad sizes may also be offered by a publisher in addition to one of the listed sizes. The primary purpose of companion ads is to offer sustained visibility of the sponsor throughout the video experience. Companion ads may offer click-through interactivity and rich media experiences, such as expansion of the ad for further engagement opportunities, and may include text, graphics or rich media and may be combined with any of the format standards listed above to create unique experiences for users and opportunities for advertisers.
Creative specifications for companion ads are not detailed in this document and should continue to be governed by each individual publisher.
Publishers may continue to accept companion ads in other sizes, however, the minimum requirement is to accept one or more of the listed sizes for companions. Originally written by IAB Digital Video Committee for IAB and first published on May 1st 2008 as "Digital Video In-Stream Ad Format Guidelines and Best Practices".
The Digital Video Committee of the IAB is comprised of 145 member companies actively engaged in the creation and execution of digital video advertising. Teads, a IAB Forum,  apre  riflessioni e provocazioni sull’importanza del video advertising online nelle esigenze strategiche del media mix degli advertiser. Michele, racconterai perche il video e un mezzo di comunicazione immortale ed efficace anche rispetto ai meccanismi di engagement e viralita.
M: “Il video e un veicolo perfetto per trasmettere in maniera completa un’esperienza di branding ed e il formato piu efficace per creare engagement con gli utenti. Pierpaolo, il programmatic e forse la piu grande opportunita di business in questo settore, permette di lavorare ad una velocita strepitosa e senza margini di errore. Il discorso dei Big Data e molto complesso soprattutto per la grande mole e varieta di dati disponibili: ne abbiamo in abbondanza ma non sempre siamo in grado di individuare quelli che possono essere piu utili per le finalita di marketing, quindi piu che di Big Data in relazione all’advertising parlerei di Thin Data. Donatella, dalla TV al web: sempre piu persone stanno migrando i loro interessi negli ambienti digitali e quindi sul web che offre piu potere decisionale, scelta piu vasta e reperibilita di qualunque genere di contenuto. D: “Il giusto mix di Tv e Web in un piano pubblicitario e oggi quanto di meglio un brand si possa assicurare in termini di raggiungimento dei KPI media. The International Advertising Bureau (IABUK) has recently set out a new set of best practices in regards to online video advertising so we thought with the extensive growth in the area you should know about what they had to say.
On the internet there are different types of video clips and programmes, known as video content. The quality and length of video content will affect how receptive a consumer is to advertising in the same way as TV or written web pages.
The below tables show what types of video people watch, why they watch it and how they watch it. Obviously, advertising around higher quality, professionally produced boutique, programme and film content will come at a premium cost because they have greater brand association and a large number of people from certain demographics will return regularly.
Equally, if it’s the world premiere of the latest music video from the Kings of Leon or Lady Gaga, people will be more willing to sit through a short advert to watch it. You will be able to judge quality based on your own knowledge of the content, and on information provided by publishers and agencies.
On the internet, very short video content (clips of usually 1 – 3 minutes) is extremely popular, forming the bulk of video consumed. Video advertising is one of the fastest-growing opportunities online today, as well as one of the most promising online advertising formats.
Despite the surge in interest in digital video by both the consumer and advertiser, there are still many components of video advertising that are confusing, making the need for standards and best practices essential.
For this reason and to address the need for greater business awareness around the potential that online video advertising offers, the International Advertising Bureau (IAB) has released an overview guide to make sense of the online video advertising business. During the early 2000s, as the Internet valuation bubble burst and the interactive industry regrouped, digital video progressed slowly. As the interactive industry rebuilt, leaders such as Microsoft's Windows Media Player, Yahoo's Launch, The FeedRoom, and MSNBC's video content inched the industry forward by selling "test" programs to blue-chip advertisers who wanted to learn about the medium and gain insight. At this point, many believed that the future of digital video content lay in a subscription, rather than an ad-supported, business model. These were the first broadband upfronts in the history of advertising and the move proved to be transformational, positioning Starcom Mediavest as a leader in video advertising. Clients like Procter & Gamble, McDonald's, Kellogg's and Coca-Cola allocated millions of dollars for digital video and immediately focused media buyers across the industry on the value of premium online content. Unlike 1998, however, advertisers, agencies, and publishers now had experience with online display and search advertising and were ready to expand their budgets to include digital video.
Meanwhile traditional television marketers easily understood the power of digital video's sight, sound, and motion and began to take interest in online's video advertising capabilities.
According to eMarketer, digital video grew to a $775 million segment in 2007 and the same source predicts rapid growth by 2011 with $4.5 billion in online video ad spending. The operating ecosystem for video advertising can be complex and contains various entities, all of which play a different but vital role in the development, production and distribution of video advertising. In an environment as fluid as the Internet, these roles are sometimes blurred and can be confusing.
With tens of millions of videos available online today and millions being added each month, consumers can view videos never before accessible through traditional mediums like television. Consumers can effortlessly go from watching a professionally produced television show to a 10-second clip of a friend describing their first year away at college.
Premier programming: gives users professionally produced content, generally, re-purposed from broadcast video and cable networks. There is a large amount of professionally produced video that has not been digitized but is quickly working its way online.

Professionally-generated specialty programming: video content professionally but generally created for a specific subset of online video consumers.
Whether it is original content for the web or content from traditional media like local news or community events, consumers are searching for and consuming video content relevant to their micro interests. User-generated video: consists of clips created and uploaded by everyday people and make up the largest volume of videos available online.
Generally, the majority of these clips are watched by a small group of users but due to viral word-of-mouth messaging some become extremely popular and are viewed by millions.
While these categories may vary in production quality, time length, and resolution, consumers are drawn to each category for different reasons and a variety of video ad products have been developed to best fit each of these different experiences.
In May 2006, the IAB broadband committee (now the digital video committee) defined a video ad as a commercial that may appear before, during, or after a variety of content including streaming video, animation, gaming, and music video content in a player environment. This definition included "broadband video commercials" that appeared in live, archived, and downloadable streaming content. Since 2006, both the experiences and consumption of video content has evolved significantly. Through 2007 and into 2008, the most common digital video ad experiences were either viewed within or around "in-stream video", "in-banner" or "in-text" formats.
In-text video is generally user-initiated and triggered by relevant highlighted words within content. Due to the fact that in-banner video advertising and in-text is generally tracked and operationally supported as a rich media advertisement, the major focus of this document will be on in-stream video advertising. While these three video ad types currently make up the majority of video ad inventory, there are other available methods of triggering a video ad experience, including brand integration like sponsorships and branded content. Another area of innovation in video advertising is to advertise entirely outside of the video all together, or within the perimeter of the video, leaving the video stream ad-free - this practice is generally referred to as an advertising "skin".
In-text video advertising is similar in that it does not require video content to deliver a video ad. In-text video highlights words and phrases within the text of web content and links the word to a relevant video advertisement. Linear video ad: is presented before, in the middle of, or after the video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program. One of the key characteristics of a linear video ad is that the user watch the ad instead of the content as the ad takes over the full view of the video. Because a user cannot experience the intended video content during a linear video ad impression, the ads are either placed before the content (also referred to as pre-rolls), between the content, or after the content. Note: the term "pre-roll" is also regularly referred to as a 15 or 30 second spot, but in this document "pre-roll" is used consistently as a description for the placement of the ad which is preempting the start of the video. Non-linear video ad: runs parallel to the video content so the users see the ad while viewing the content. Both linear and non-linear video ad products have the option of being paired with what is commonly referred to as a "companion ad". Companion ads: commonly text, display ads, rich media, or skins that wrap around the video experience, can run alongside either or both the video or ad content. The primary purpose of the companion ad product is to offer sustained visibility of the sponsor throughout the video content experience. Companion ads may offer click-through interactivity and rich media experiences such as expansion of the ad for further engagement opportunities.
The video ad products that publishers and vendors sell to media buyers are generally a combination of linear, non-linear and companion ad products packaged together in a compelling way. In MSN's video player example to the right, a linear video ad plays before the video content and is accompanied by a clickable, expanding 300 x 250 display companion ad product.
In this example by heavy, a 1020(w) x 620(h) ad unit surrounds a video for the duration of the program and actually becomes part of the viewing experience. Vibrant media's screenshot to the right shows a user mousing over a relevant word which triggers a relevant video advertisement. This screenshot illustrates a non-linear overlay ad format with an accompanying companion ad to the right of the video.
The core metric used for currency in digital video advertising is a "digital video ad impression", also referred to as a broadband video commercial impression as described in the IAB's broadband video commercial measurement guidelines released May 2006. In 2006, the IAB's broadband committee and measurement task force developed a set of broadband video commercial measurement guidelines. Specifically, these guidelines determined at what point a video commercial is counted by defining a video ad as a commercial that may appear before, during, and after a variety of content including streaming video, animation, gaming, and music video content in a player environment. The key point to this guideline is that the video impression is measured at the latest point possible in the delivery of the ad creative to the user's browser, which is the closest opportunity to see by the user. The 2006 measurement guidelines are still the basis for the currency of video buys in 2008, specific to in-stream, linear and most non-linear video ad products.
In the future as the IAB embraces new non-linear ad formats into the mix of standardized video ad products, careful attention will be paid to determining the proper currency metrics for these new formats where appropriate. Other non-currency measurement metrics exist today but because of the amount of innovation in the medium, none have become standard. The buyers of digital video advertising include the interactive and traditional ad agencies and extend to major marketers, long-tail marketers and resellers.
Today, most buying of digital video is being done by interactive agencies on behalf of the major marketers. The sellers of digital video advertising range from the largest portals and media companies to the most specialized user-generated content sites on the web. The major online portals and broadcast media companies comprise the bulk of the video traffic and all have made strategic moves in both the content and technology space to insure their leadership positions. CPM-based pricing is the predominant model for buyers, particularly the In-Stream, Linear Ad format (pre-rolls, post-rolls, etc).
CPMs can span a wide range and are based on a number of factors including the quality of the site's content and users, targeting capabilities, and individual programming. The CPA and CPC models are also available and are the predominant measures for in-text video advertising.
These buying models are helping to bring large, direct marketing advertisers into digital video and long-tail marketers or "mom and pop shops" that have not had a place in the medium in the past. Many brand-based advertisers believe the CPA and CPC models lend accountability to brand-based advertising where other media have traditionally struggled. There are many components of digital video advertising that have yet to be standardized, including creative units and new metrics. While the video industry is still relatively young, the IAB digital video committee recognizes the importance of simplifying the buying and selling process as an impetus for further long-term growth.
Originally written by the Internet Advertising Bureau Digital Video Committee for IAB and first published on January 1st, 2008 as "A Digital Video Advertising Overview".
The IAB digital video committee is comprised of IAB member companies who are committed to creating and implementing a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. At AOL’s digital upfront in New York recently, CEO Tim Armstrong instructed audience members to check under their seats for a car key. Such is the hype that marks the two weeks of online-video presentations from the likes of Hulu, YouTube, Yahoo, AOL and others.
Most of the advertising growth in online video will happen because it steals chunks of the $70 billion spent on TV in the U.S.
YouTube is where younger people watch video, and its financing for premium content means Hearst gets to experiment and learn relatively risk-free, Ms. But publishers would rather see their own sites accumulate big audiences, which would let them keep complete control as well as all the ad revenue. Where YouTube has scale that individual publishers do not, Hulu has a large supply of TV content—making it a comfort zone for marketers and media buyers accustomed to TV advertising. In March, Hulu had 1.75 billion video-ad impressions, a 39% year-over-year increase, according to ComScore data. But video ads on Discovery Communications’ digital sites grew a more modest 9% in March vs.
The Wall Street Journal has expanded its reach by distributing beyond its own sites, but it plans to give video more prominence on its properties soon.
It remains to be seen how many publishers can pull that off and how many will largely rely on ad networks or other partners for their video ads — a less profitable future than the splashy digital-upfront pitches suggest. Online Communication Agency providing fast connection to your markets, with full time positioning specialist to keep your content relevant! Videos ads are growing in popularity, and knowing how to do them right is an essential skill for any marketer.
In this article, I’ll cover the anatomy of a good video, video campaign set up and effective ways to optimize your video campaigns. The most important success factor for video advertising is that the content is worth watching. With this strategy, I’ve seen CPA figures 75% better than on the regular search side of the equation. Especially when making new videos, it’s useful to think of videos in terms of a beginning, middle and end. I’ll now cover some specific video campaign setup tips and video campaign optimization tips. Similar to regular PPC search settings, video campaign settings can be a little tricky, so you want to make sure that things are set up correctly. Video ads in search results are obviously more specifically related to queries than ads placed on YouTube video pages.
Conversion rates for in-stream video ads tend to be much lower as advertising is not as targeted; in fact, a recent study showed that 56% of people skip video ads that run before the videos that they want to watch. These units appear on top of videos in a box ad format and give you the opportunity to sell your items directly from your videos. Note: Call-to-action overlays remain on your video even if the video is no longer being promoted.
A big thanks goes out to Page Zero’s Dave Weber for providing insight and helping shape this article. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.

MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. The online advertising market grew 14.5 percent year-over-year to a market value of almost 21 billion euros, according to IAB Europe, which has just released the results of its sixth annual AdEx Benchmark survey.
The findings of the survey, which were released today at IAB Europe’s Interact conference in Barcelona, show that 1 in 5 advertising euros (or 20 percent) in Europe is now spent online, with Internet search and video advertising going strong and mobile advertising growing rapidly.
As IAB Europe points out, the 14.5 percent increase in total market value is noteworthy considering the dire state of the European economy. Russia saw the strongest individual market growth (55.5 percent) driven by a surging search market. IAB Europe’s AdEx Benchmark 2011 includes online video advertising figures for 14 markets, where video represents roughly 8.2 percent of the total online display market value, with Sweden, the UK and Germany leading the way.
Mobile advertising is still very small – contributing only 1-3 percent of online display ad spend – but growing fast at an average growth rate of 45.6 percent.
Compiled by IHS Screen Digest, the AdEx Benchmark research covers the entire European region for the calendar year 2011. And for your comparison: IAB says Internet advertising revenues hit $31 billion in the United States in 2011. He describes himself as a hopeless cyberflaneur, a lover of startups, his family and Belgian beer.
The last report from LiveRail shows that average CPMs keeps growing bravely, and internet video consumption has been experiencing a massive growth of 40% and more. That's why it is so important that you keep up with both technical and creative aspects of online videos, and the new entrants in this field are those in-stream ads you can see on the big video platforms like YouTube or Hulu. This document is meant to build upon those guidelines by offering more detail on both the creative and technical aspects of video player and ad development. These ads come in a number of sizes and shapes and typically run alongside or surrounding the video player. When frequency capping is practiced, publishers should disclose frequency capping practices to the buyers. The ad plays for a prescribed minimum length of time (usually length of video creative) inviting the user to interact.
Publishers have significant inertia around the companion sizes they use on their sites today. The purpose of this minimum is to provide a core group of sizes so media buyers can rely on the portability of their creative. One of the goals of the committee is to implement a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. Bellissimo dal lato brand, interessante rispetto ai publisher che possono trarne vantaggio in termini di monetizzazione. Aspetto non trascurabile, dimostrato da tutti quei video pubblicitari di lunga durata che raccolgono centinaia di migliaia di visualizzazioni, a volte anche milioni: il video crea un legame unico tra brand e utente. I vantaggi in termini di KPI, per le societa che scelgono di investire nel web piuttosto che in TV? Un’efficace distribuzione di uno spot ormai non puo piu prescindere dal web ovvero da quegli schermi come PC, Smartphone, Tablet che risultano tra i piu fruiti non solo in termini di tempo speso ma anche di penetrazione nella popolazione italiana.
We’ll post a series of top tips that you need to know about online video display advertising.
You must think about the audience you would like to reach, and the type of video content you will advertise around to reach them.
With online video, the higher the quality or the longer the clip, the more receptive a consumer will be to advertising. It is categorised as three types of video content called snippets, boutique and programmes and film.
For instance, if someone chooses to watch a professionally produced episode of Lost on Channel 4’s website, they will be more receptive to an advert break at the beginning, middle and end of the programme, largely because they are used to it on TV. If someone clicks to watch a home made clip on YouTube, they may be less likely to accept lengthy advertising beforehand because it doesn’t seem worth the wait. Advertising around this short form content must be approached differently to long form content (programmes usually 15 – 60 minutes). The emotional draw of the television experience, consumers' adoption of broadband, and subsequent change in Internet content, capabilities, and consumption all contribute to driving this growth. To leverage and navigate the fast growing online advertising marketplace, a basic familiarity with web video industry standards like key terminology, perfomance metrics and video ad formats has become a critical necessity. An explosion of companies from networks to content providers made both premium and user generated video content available as new revenue streams. For a $1.65 billion purchase price, digital video was back on the front pages of every newspaper around the world. While the 2006 definition of a video commercial is still relevant today, newer video ad formats have been introduced to compliment these emerging types of video experiences and environments.
Traditional agencies and buyers of traditional media have lagged thus far, but are entering the marketplace.
To take advantage of incremental video advertising revenue many websites are now choosing to deploy in-text video advertising within their content pages.
Additionally, the committee will educate markets and agencies on the strength of broadband as a marketing vehicle. He called the three people who found one to the stage and, Oprah-style, awarded one of them a shiny new Mustang convertible.
But many publishers are finding that building audiences large enough to capture real ad growth is harder than it seems. But simply producing high-quality video doesn’t automatically attract vast sums of TV dollars. After all, your ad will be interrupting or distracting users from other possibly more important intentions. They address specific needs and hopefully provide an immediate solution with your product or service. Videos can either encourage an immediate sale or encourage people to make a purchase down the road. Interesting and engaging videos are particularly well-suited for multiple views and sharing with others. Through the study of neuroscience, we know that the brain is confused easily confused by too much info and craves predicable patterns.
You can use call-to-action overlays and annotations as external links for a direct response. They tend to calibrate broadly (like all locations) so ensure you choose specific areas you want to target (like the USA). This ensures each of your video ads receives equal impression opportunities, which is ideal for testing. Just as search and display are different, it’s different for the video landscape as well. My personal preference is to start with the YouTube Search network; I then explore the YouTube Videos network and Google Display Network advertising once I get the search network working. Just as specific landing pages work best with PPC (as compared to the home page), specific video pages works best in YouTube ads (as compared to the channel page). This kind of ad will show slightly differently depending on its location; on YouTube, such ads appear on the YouTube search results page or at the top of the recommended videos column on the right-hand side of a watch page (shown below).
With this ad unit, you have 25-character headline, a display URL, a destination URL and an image (image is optional). She is the Vice President of Online Marketing Strategy at Page Zero Media where she focuses on search engine marketing strategy, landing page optimization (LPO) and conversion rate optimization (CRO). Together, the top five markets (UK, Germany, France, Italy and The Netherlands) still account for almost 68 percent of the total online advertising market, only slightly down from the previous year. The data was compiled by IAB Europe based on information provided by the 26 national IAB offices across the continent. All buttons should be enabled throughout the video ad play, with the exception of Fast Forward.
E ovvio che il suo successo dipende dalle modalita in cui viene somministrato e dalla sua qualita sia dal punto di vista tecnico sia di contenuti. Think about what you want to achieve, short ads or different formats can be effective for your particular objectives.
Progress at agencies where digital buyers are working closely with traditional buyers presents a powerful model for the future.
EMarketer predicts that the space will grow more than 40% annually for the next three years, before leveling off to a still-robust 20%. Those dollars also want TV-like scale, and not many players have both: mainly YouTube and Hulu.
For example, impressions on ESPN sites totaled 563 million an eightfold leap from March 2011, ComScore said. If you already have videos produced, it makes sense to start with your most viewed videos, your most popular products, etc.
For example, with almost 30 million views, Poo-Pourri is an excellent example of an entertaining video. Note: As seen below, the default in Google for YouTube video ads is the YouTube channel page. Per questo non dobbiamo dimenticarci che un video pubblicitario e il risultato del lavoro in sinergia di creativi e pensatori; e bisogna valorizzarlo.

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