IAB updates video marketing guidelines

Category: Rich Media

April 30th 09, 12:00

The Internet Advertising Bureau (IAB) has updated its guidelines for the video advertising sector.

Compiled by the IAB's Video Council, the guidelines cover a variety of online video ad formats, including social media video ads, pre, mid and post-roll ads, interactive video, in-stream overlays and branded video player skins.

The council has also released an online resource and handbook that guides marketers through the process of deploying an online video campaign, with contributors including YouTube, the Telegraph, Microsoft, Yahoo!, Sky and the Guardian.

In addition, the Video Council is asking more producers and creative agencies to join it.

"Online video consumption is through the roof, yet marketers still need further persuading of its huge potential as an advertising channel," remarked Jack Wallington, senior programmes manager at the IAB.

UK web traffic to online video sites rose by almost 41 per cent between February 2008 and 2009, according to recent statistics from Hitwise.

This news story was brought to you by Bluhalo, a leading UK digital agency.


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