13th February 2025: IAB Australia’s Video Council has today launched a video ad format matrix designed to help buyers and planners more easily understand which environments specific video assets can run. It is hoped that the matrix, which offers a simple visual summary of the formats and the media environments they are offered, as well as a listing of the market’s SSPs, DSPs and Ad Servers, will support the industry and ensure a breadth of investment across multiple channels.
Fourteen formats are detailed in the matrix, ranging from a six second bumper and 15 second in stream, to interactive videos, shoppable videos, pre roll, long form video, high impact formats across CTV and outstream video. Additionally the matrix includes clear definitions of key video formats to help planners and buyers navigate the nuance of video advertising with confidence.
Vikki Pearce, Co-Chair of the IAB Video Council and Head of Digital at Zenith commented “We are excited to share this handy resource. In a space that is becoming increasingly complex we have tried to develop a quick-look document that can support agencies and clients in identifying media opportunities. It is our hope that this can be added to the toolkit to simplify and educate.”
The Video Advertising Council was formed in 2014 to help support the growth of an area of the market that now represents over 50% of digital display advertising. The Council, which has an industry wide representation across publishers, networks and agencies, meets every month to drive projects in relation to advertising standards, best practice, creative and research of streaming ads in all environments across different consumer screens.
Council members include Adobe, Disney, ESPN, Google, GroupM, IAS, Index Exchange, Magnite, Meta, Microsoft, News Corp, Nexxen, Nine Entertainment, OpenX, Paramount, PHD, Publica, Pubmatic, Samung Ads, SBS, SeenThis, Seven, Snap, Teads, The Trade Desk, TikTok, Yahoo and Zenith.