IAB Australia’s Video Council has launched a video ad format matrix designed to help buyers and planners better understand which environments specific video assets can run.
It is hoped that the matrix, which offers a 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.The matrix also includes clear definitions of key video formats to help planners and buyers navigate the nuance of video advertising with confidence.
IAB Video Council co-chair and Zenith's head of digital, Vikki Pearce, said in a space that is becoming increasingly complex the IAB has 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," she said.
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.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.