Internet Advertising Bureau Looks to Set Video Ad Standards
The UK Internet Advertising Bureau (IAB) trade body is nearing completion of guidelines that will set the standard metric for the length of a video ad that a user needs to have seen before it can qualify as an impression.
Expecting a Q4 release, the IAB hopes that setting these guidelines will make buying web inventory clearer, as with more traditional media.
This baseline video standard is to follow the IAB's April release called "Viewable Impressions Guidelines" - this states that 50% of the pixels in a desktop display banner should be visible for one second to count as an impression.
These steps reveal the IAB to be following the lead of their US counterparts. IAB US has defined the baseline metric for a video view as being 50% of the ad's pixels viewed for 2 seconds.
The industry is likely to be encouraged to jump on board with the new metric by the Audit Bureau of Circulations accrediting vendors who sign up to the guidelines, in the same way as was done with display banner guidelines.
Nevertheless, the IAB's director of data and industry programmes, Steve Chester, admits that agreeing on video standards will be trickier than for desktop display ads, given that there is a number of differing video formats, corresponding budget weightings, and the audio factor which marketers need to consider.