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Interactive Advertising Bureau produces digital video advertising guidelines

The Interactive Advertising Bureau (IAB) has released a set of formal guidelines on digital video advertising.

Drawn up by the US-based body's Digital Video Committee, the Digital Video In-Stream Ad Format Guidelines focus on "the most widely used current in-stream ad products". These include things like companion ads, as well as linear and non-linear video ads.

It is hoped that the new guidelines will help make buying digital video ad across multiple sites simpler.

Randall Rothenberg, president of the IAB, commented: "The interest surrounding digital video is no surprise.

"Consumers have been swift to embrace the digital video experience online, and marketers have incorporated it just as rapidly into their advertising plans.

"With the creation and adoption of these formats and guidelines, we see no end in sight to its potential for growth."

Mike Hurt, director of industry development at Microsoft, added: "These guidelines respond to the very real market need of simplification and standardisation that will continue to propel the explosive growth of online digital video."

A recent report from Thinkbox and the UK's Internet Advertising Bureau (IAB) showed that combining online and TV advertising improved brand perception. ADNFCR-1536-ID-18584047-ADNFCR