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IAB calls for "mature" approach to video ads

IAB calls for "mature" approach to video ads

Advertisers need to take a more “mature” approach to online video, according to the Internet Advertising Bureau’s Video Council.

The council, which is made up of more than 45 leading media businesses including AOL, BBC Worldwide, Microsoft and News International, has created new video advertising best practice guidelines for 2011. It covers areas such as the size and use of online video formats, pre/mid/post-roll, interactivity, product placement and the forthcoming changed in the Advertising Standard’s Authority changes in CAP code.

Video advertising spend rose 82% in the first half of 2010 alone and this year is expected to be critical in its development as a key part of the brand marketing mix. There remains inconsistency in the way online video is bought and sold, an issue that that the IAB Video Council plans to address this year.

Jack Wallington, the IAB’s head of industry programmes, said, “In a defining year for online video advertising, the industry needs to work harder and grow up faster to meet advertiser’s lofty expectations. For this new kid on the block, these new guidelines are an important step to maturity from a committee of the industry’s biggest players.”

Meanwhile, a video marketing handbook, which includes spend and audience statistics, video effectiveness research, and guidance on implementing an online video strategy. It include case studies from brands including, and AXA Direct, Vimto, Strongbow, Jaeger and Nationwide.

Catherine Laughton, and AXA Direct marketing manager, says: “Our digital media agency, Steak, and ourselves have embraced online video for Swiftcover and AXA Insurance, and have seen great results from our activity. It’s information, like this handbook, that informs other advertisers on the benefits of online video and pushes the format and its technology forward; it’s a step in the right direction.”

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