IAB Issues Final Digital Video Rising Stars Style Guide & Technical Specifications to Drive Digital Video Advertising to Scale

Next-Generation Ad Units Already Garnering Strong Adoption Due to Their Deep Interactivity and Engagement Benefits

NEW YORK – The Interactive Advertising Bureau (IAB) issued the final adaptation of the IAB Digital Video Rising Stars Style Guide & Technical Specifications. Part of the broader IAB Rising Stars initiative to advance highly efficient and effective digital formats for brand advertising, including display and mobile, these cutting-edge formats integrate digital video with interactivity to deliver a deeply engaging creative canvas for marketing messages. Initially selected by a cross-disciplinary group of digital advertising industry influencers, the ad units have been confirmed after a 30-day public comment period. The five units are:

“The Digital Video Rising Stars have already taken a prime role in the interactive marketing landscape, with the nation’s top brand advertisers readily investing in the formats”

IAB Digital Video
Rising Stars
Description Why Selected
Ad Control Bar Permits viewers to engage in
multiple ways through an
elegant interface that sits just
above the player controls
Allows any ad to be interactive
without affecting video content
Extender Allows the viewer to choose to
continue screening ad content
Provides opportunity for deep video
engagement, with permission
Filmstrip Invites the viewer to scroll
through a multipanel,
horizontal unit, much like “The
Filmstrip” Display and Mobile
Rising Stars Standard Ad Units
Enables rich engagement, delivered
in page, with users fully in control
Full Screen Enables the viewer to interact
and then fills the player with a
full canvas of engagement
possibilities, such as video and
Allows for an immersive, in-page ad
experience, with full user control
TimeSync Displays rich ad content
overlaid on video, changing in
sync with the ad’s content
Targets and invites interaction at the
most appropriate moments

Companies including CBS Interactive, Celtra, DG MediaMind, DoubleClick, Innovid, Jivox, Microsoft Advertising, Mixpo, Spongecell, Tremor Video, Yahoo!, and YuMe, worked jointly to establish the style guide and technical specifications, to seamlessly implement each of the five Digital Video Rising Stars. The winning concepts were announced on February 25, 2013 at the IAB Annual Leadership Meeting.

By the time the agreed-upon style and technical guidelines were released for public comment on September 23, 2013, the Digital Video Rising Stars had already been used by 21 of the 25 leading U.S. brand advertisers including AT&T, Budweiser, Chevrolet, Citi, Ford, Geico, Home Depot, Honda, JCPenney, L’Oreal Paris, Macy’s, McDonald’s, Microsoft, Nissan, Samsung, Sprint, Subway, Target, Toyota, T-Mobile and Verizon.

“The Digital Video Rising Stars have already taken a prime role in the interactive marketing landscape, with the nation’s top brand advertisers readily investing in the formats,” said Peter Minnium, Head of Brand Initiatives, IAB. “These video units offer an enhanced user experience and a level of interactivity that advertisers covet – and now that these final specs are in place, we are sure to see them embraced by the marketplace even further.”

For a copy of the IAB Digital Video Rising Stars Style Guide & Technical Specifications, please go to iab.net/digitalvideorisingstars

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.

Via Ad Operations Online

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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