In 1996, the first set of display advertising standards was released by the IAB. This provided digital marketers with a level playing field to create ads and display marketing messages. What started out as eight standards back in 1996 has now grown to over thirty-three creative standards across multiple platforms. Statistics indicate that over 80% of display ads are currently sold following the IAB guidelines.
This shift in guidelines for video ads can be a boon for the advertising ecosystem. It can result in a more transparent ad buying and selling experience for video inventory. Marketers can make the right choice and allocate their ad dollars to the inventory that makes the most sense to them. Publishers can continue to monetize video, focusing on creating appropriate ad formats and pricing them at more efficient rates.
The ability to distinguish between these two inventory types is critical because it will aid marketers to develop quality content that draws audiences. Besides, this update can help marketers better determine the value they bid for in-stream video inventory.
In-stream content may be best suited for captive audiences who are likely to click, watch and engage with a video. On the other hand, out-stream content will still be valued for native advertising and brand awareness campaigns. An optimal mix of both out-stream and in-stream content can generate more value for marketers as they put together an effective video marketing strategy.
Ultimately, we want videos to be watched by audiences. And by properly distinguishing video ads as either in-stream or out-stream, the IAB is moving us toward a fairer and more efficient future.