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Video in-player streaming ads
Standardizing video-player streaming advertising formats to make it easy to trade: draft of new European standards
IAB Europe is considering these guidelines for in-player stream video advertising units. The goal is to enable advertisers and agencies the ability to create online broadband video advertising to these specifications usable across the majority of publishers. Read the page, download the file and send us your feedback.
The IAB is considering recommending this set of guidelines for in-player stream video advertising units. Video advertising is powerful and our goal is to enable advertisers and agencies to create online broadband video advertising with the knowledge that the same work can be run across hundreds of sites. These specifications are already used in the US market for the majority of publishers and now we want to hear from European agencies, media owners, clients and tech vendors.
The guidelines
For a complete copy of the guidelines, download them here.
Proposed IAB Europe Standard
IAB Europe is developing these standards for the whole industry, under the umbrella of the European Standards and Best Practice Programme. Self-attested compliance can be achieved by both publishers and rich media technology providers, as follows:
Draft guidelines
1. Definition: Many names have been used to describe the TV-like "video ad" units in the marketplace. Some of the many names that have been used for this ad placement include: in-stream commercials, in-video commercials, streaming commercials, video commercials, multimedia adjacencies, and many others. So as to have a standard term for these ad units, the IAB recommends using the name "Broadband Video Commercial". We chose this term because "Broadband Video Commercials" may appear before (pre-roll), during (mid-roll) and after (post-roll) content.
2. Scope: This recommendation focuses on streaming video based advertising. This guideline does not address streaming audio only commercials, or video within in-page ad units or broadband ad measurement.
3. Location: "Broadband Video Commercials" may appear before, during, and after a variety of content including, but not limited to, streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content.
4. Panel Size: The minimum video panel size should be 300x225, which will allow Broadband Video Commercials to fit into the IAB's 300x250 standard ad unit (with room for a 25 pixel tall control bar). In terms of other sizes, we recommend either a 4:3 aspect ratio (400x300) or 16:9 aspect ratio (480x270).
5. Encoded Bit Rate: We recommend a minimum encoded bit rate of 200 kbps. Our objective here is to ensure minimum quality by setting a minimum encoded bit rate. This should be set as a recommendation. There will be pre-cached or streamed video encoded at a faster bit rate, but the customer (advertiser) should be given some minimum constant that can allow them to ensure a minimum quality ad.
6. Commercial Length Standards: We recommend that in-stream commercials should be: 15 or: 30 long for pre and mid-roll commercials. Publishers may offer custom lengths for post roll.
7. Frequency Controls and Capping Standards: Since these ads are only displayed when a user opts-in to view broadband content, it is recommended that all Broadband Video Commercials are
- host-initiated (automatic)
- absent of any user experience related frequency caps
8. Interactivity of Broadband Video Commercials: Each publisher may dictate the options for Interactivity. These options may include:
- Clickability - Broadband Video Commercials may include in-stream video interactivity
- Video Hot Spot - Broadband Video Commercials may include a cursor that becomes a "hand" over the video window to indicate an interactive area within the video experience
- Additional Info - Broadband Video Commercials may link to more advertiser / product information
9. Controls and Control Actions: Our objective here is to balance ad views while minimizing user annoyance. As stated above under Frequency Controls, all Broadband Video Commercials will play automatically (set as host-initiated). The minimum player controls present should be Start/Stop and Volume On/Off and Softer/Louder Control. Other recommended and acceptable buttons include Fast Forward/Rewind, Pause, Zoom and other Interactive buttons as needed. The following guidance will be accommodated during play. All buttons should be enabled throughout the play, with the exception of Fast Forward.
10. Around Stream Standards for Interactive Broadband Video Commercials: Broadband Video Commercials can be used in conjunction with or surrounding non-interactive or interactive ads. "Static video plays" are not the only option for advertisers. For example, persistent, synchronized banners, buttons, or text links may appear in close proximity to the Broadband Video Commercial. It is recommended that these Banners or sponsor buttons be of an IAB standard size. External iconography may be used as a "hot link", as follows:
a. Highlighted frame around video
b. Blue line under video window
c. Clear text / icon alerting user to clickability of video window
For more information about the process, please read our international discussion document.
Time to give your feedback
We want to know your views. The Standards and Best Practice Programme is here to make the market easier to trade.
Whether you support the draft standards - and have already been practicing them for years - or whether you completely disagree with these suggestions, now is the time to share your views.
- Are these right for your market?
- Are they a reasonable 'best practice' all in your industry can aim for?
- Are they clear and simple?
- Is there anything that should be added?
Email the IAB Europe team now and remember to tell us what sort of business you represent (publisher / technology vendor / agency / advertiser).
We look forward to hearing from you.
Many thanks!
IAB Europe Standards and Best Practice Task Force members
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