IAB Switzerland adopts standards for online advertising
Over the past few months, the «Standards» working group of the Interactive Advertising Bureau Switzerland (IAB) has developed recommendations for the delivery of online advertising materials and the use of online video ads.
This will simplify the planning and implementation of online advertising campaigns in future, according to a press release issued on Thursday. The new standards, which were unanimously approved by the IAB Board of Directors, are now an urgent recommendation for all market participants. They are available at Iabswitzerland.ch viewable.
The new standards address two central issues: The delivery of campaigns and advertising media and the use of online video ads - i.e. moving image advertising. For delivery, there are now general guidelines for organizational elements such as campaign information or lead time. In addition, there are precise specifications for advertising media, their elements, technical implementation and linking. This serves to simplify the planning and implementation of online advertising campaigns as well as quality assurance.
Online video ads are particularly central to the online advertising market, the report continues; they have great creative potential, are well accepted by users and are increasingly being used thanks to high bandwidths. The IAB has defined terms and set guidelines for the length and format of online video advertising. This is based on empirical values and international studies that show, for example, the optimal advertising impact of commercials with a maximum length of 20 seconds. The IAB now distinguishes between in-page and in-stream video ads. In-page video ads are moving image ads in standard advertising media such as rectangles, which are placed on websites. In-stream video ads, on the other hand, run before, between, after or above an existing video content or video stream (pre-roll, mid-roll, post-roll and layer). Special formats and video ads are very much in vogue. With the new standards, campaigns can now be planned faster and more efficiently. They also ensure correct and problem-free delivery and performance measurement.
The new standards address two central issues: The delivery of campaigns and advertising media and the use of online video ads - i.e. moving image advertising. For delivery, there are now general guidelines for organizational elements such as campaign information or lead time. In addition, there are precise specifications for advertising media, their elements, technical implementation and linking. This serves to simplify the planning and implementation of online advertising campaigns as well as quality assurance.
Online video ads are particularly central to the online advertising market, the report continues; they have great creative potential, are well accepted by users and are increasingly being used thanks to high bandwidths. The IAB has defined terms and set guidelines for the length and format of online video advertising. This is based on empirical values and international studies that show, for example, the optimal advertising impact of commercials with a maximum length of 20 seconds. The IAB now distinguishes between in-page and in-stream video ads. In-page video ads are moving image ads in standard advertising media such as rectangles, which are placed on websites. In-stream video ads, on the other hand, run before, between, after or above an existing video content or video stream (pre-roll, mid-roll, post-roll and layer). Special formats and video ads are very much in vogue. With the new standards, campaigns can now be planned faster and more efficiently. They also ensure correct and problem-free delivery and performance measurement.
