April 2009
The Interactive Advertising Bureau (IAB) has announced the release of Video Player–Ad Interface Definition Guidelines (VPAID), advancing an ongoing strategy to greatly simplify the buying and selling of digital video media by building a strong foundational infrastructure.
This announcement, at the IAB’s Digital Video Marketplace in New York, outlines methods for communication between video players and video ads and provides specifications that facilitate the planning, production and implementation of digital video advertising.
The guidelines will help all stakeholders in the interactive advertising industry—marketers profit from reduced costs of production, creative agencies benefit from the decreased time it takes to execute a campaign and publishers gain from the expansion of the marketplace to more interactive digital advertising.
The VPAID Guidelines help the interactive industry:
According to the IAB’s 2008 Internet Advertising Revenue Report, digital video more than doubled its revenue with an increase to $734 million from $324 million in 2007, demonstrating how both marketers and consumers are embracing this dynamic platform.
VPAID is the latest addition to the IAB’s work over the past year creating a common structure across the digital video ecosystem. The IAB’s efforts have addressed specific concerns around technology, metrics and consistent terminology. This ongoing initiative has included the release of the following documents:
All of these documents can be reviewed at: http://www.iab.net/iab_products_and_industry_services/508676/508950
“Digital video is one of the most critical growth areas for interactive advertising because it provides marketers with the power of sight sound and motion,” said Randall Rothenberg, President and CEO of the IAB.
“The standards that the IAB has created have played a key role in paving the way for a greater breadth of marketers across vertical industries to tap its power and I have no doubt that we are only at the very beginning.”
“The IAB’s work in developing the critical framework for digital video has played an important role in its growth and acceptance by both marketers and agencies,” said Joey Trotz, Sr. Director, Strategic Advertising Technology for Turner Broadcasting and Co-Chair of the IAB’s Digital Video Committee.
“Consumers’ appetite for the sight, sound and motion of digital video will only increase--the solid foundation which we’ve established through the Digital Video Committee’s work will help ensure that ongoing growth.”
“All of our efforts related to digital video are meant to be infrastructural building blocks that together provide publishers, agencies and marketers with the tools needed to create dynamic online experiences for consumers,” said Jeremy Fain, VP Industry Services IAB.
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