4 May 2011: Interactive Advertising Bureau (IAB) Australia today released its final video advertising standard guidelines and best practices for Australia. The guidelines were issued by the IAB’s Standards and Guidelines Council following an extensive industry assessment and review process.
The new guidelines reflect the most common in-stream ad formats known as linear video ads, non-linear video ads and companion ads.
IAB Australia CEO Paul Fisher said the new guidelines are a significant step forward for the booming platform: “Online Video advertising is the fastest growing online format in Australia, and standardising the most common areas like VAST and VPAID will support the growth from the forecast $50m in 2011 to $200m in 2014.
“It is pleasing to see the industry agrees the IAB Standards and Guidelines Council have successfully created guidelines that will simplify the digital video advertising planning, buying and selling process for marketers, agencies and media companies. These guidelines will bring Australia in to line with international markets”.
The online video advertising guidelines were developed based on input from the IAB Standards and Guidelines Council with representation across Publishers, the Media Federation of Australia, The Communications Council and Media Agencies; as well as a review of the IAB USA Online Video Standards and Guidelines.
Organisations involved in the drafting of the guidelines include Brandscreen, CBS Interactive, Fairfax Digital, First Digital Media, the Media Federation of Australia, Mediamind, MySpace, News Digital Media, ninemsn, Realestate.com.au, Sensis Digital Media, Network Ten, The Communications Council; and Yahoo!7.
The guidelines include:
IAB Video Ad Serving Template (VAST) 2.0 Guidelines. This guideline outlines a standard XML based ad response for in-stream video as well as an XML schema definition (“XSD”) for developers. This standard for in-stream ad serving is a necessary precursor to the acceptance of third party serving by publishers. The adoption of the VAST standard is expected to bring immediate benefits to all parties in the video ecosystem
IAB Video Player Ad Interface Definition (VPAID) Guidelines. This document standardises the communication between video players and in-stream video advertising.
Online Video Advertising Guidelines. These guidelines and best practices are for the most common in-stream ad formats.
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About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Incorporated in July 2010 by nine founding members – Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart – together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
• To be the primary advocate for the interactive marketing and advertising industry
• To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au
For more editorial information please contact:
Pru Quinlan or Ashleigh Favaloro
Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au
E: ashleigh@einsteinz.com.au
