The Interactive Advertising Bureau (IAB) has updated its ad format guidelines to include digital video and connected TV (CTV). The new guidelines are meant to minimize the fragmentation in the ad ecosystem that is caused by a proliferation of new formats and capabilities.
The update comes as a result of the increasing interactivity that digital ads promote. According to IAB, the new guidelines will be available for public comment for the next 30 days, giving an opportunity for publishers and ad platforms to weigh in.
The new guidelines are as follows:
-Digital Video Ads. For all video ads, there should be a "skip" button located in either the top left or top right hand corner of the player, which would need to be visible when clicked at least 2 seconds into a video. Other options include adding a countdown timer within the ad unit or creating an in-unit close button.
-Connected TV (CTV) Ads. IAB says all CTV ads should have an industry-standard close button positioned in either the top left or top right corner of the screen for all interactive creatives that run for more than 10 seconds. Additionally, there should be a countdown timer at some point during the first five seconds of an ad if it runs longer than 15 seconds and it must cover less than 20
Why it matters? There is potentially a lot of extra work for ad creators who want to use existing assets for campaigns in emerging channels online and in the admittedly fragmented CTV space.