IAB Releases Update to “Digital Video Ad Impression Measurement Guidelines”

Addresses Auto-Play Ad Impressions to Improve Clarity of Digital Video Measurement

NEW YORK – The Interactive Advertising Bureau (IAB) announced an update to the “Digital Video Ad Impression Measurement Guidelines” that addresses an increasingly common occurrence–digital video content and ads that play automatically when a webpage loads. The first part of a broader auto-play initiative by the IAB’s Digital Video Committee and the Media Rating Council (MRC), these revised guidelines address both measurement and disclosure and establish the latest parameters for the accurate counting of digital video ad impressions.

“Digital video advertising is growing exponentially and the transparency this update brings will enable that growth to continue.”

An auto-play video ad is defined as “a video ad or a video ad linked with video content that initiates ‘play’ without user interaction or without a user actively starting the video.” The revised Guidelines will now:

Require companies that have obtained certification against the IAB guidelines to disclose the presence of auto-play ads and their parameters, such as frequency settings, site location, initiation environment (for example, upon first arrival on a home page) and the type of video ads involved.
Not require web sites to disclose the presence of auto-play if users have a reasonable expectation that they are entering a video environment.
“The IAB’s measurement efforts over the past seven years have been focused on ensuring the continued high level of accountability the industry expects from interactive advertising,” said Jeremy Fain, vice president of Industry Services at the IAB. “Digital video advertising is growing exponentially and the transparency this update brings will enable that growth to continue.”

“Auto-play content and ads are a material part of the ecosystem and the IAB and the MRC want the marketplace to be clear on how they are used,” said George Ivie, Executive Director and CEO of the MRC. “This update will allow buyers to make informed decisions on how their digital video ad impressions are being presented.”

This update to the “Digital Video Ad Impression Guidelines” complements IAB guidelines for general ad impressions, rich media, click, and audience reach measurement.

The updated Guidelines will be effective for all certification audits beginning January 2010.

To view the guidelines please go to www.iab.net/dv_measurement_guidelines.

About the IAB’s Digital Video Committee:

The Digital Video Committee of the IAB is comprised of over 145 member companies actively engaged in the creation and execution of digital video advertising. One of the goals of the committee is to implement a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. The committee works to educate marketers and agencies on the strength of digital video as a marketing vehicle. A full list of Committee member companies can be found at: http://www.iab.net/digital_video_committee

About the Media Rating Council (MRC):

The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective.

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who 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 www.iab.net.