Tuesday, February 11, 2014

IAB Issues Mobile Video Ad Guide

With mobile video consumption on the rise, the Interactive Advertising Bureau on Tuesday released a set of practical guidelines to help marketers and media buyers capitalize on the growth of the emerging media category.

The “Mobile Video Buyer’s Guide: Practical Advice for Video Advertising on Smartphones and Tablets” addresses topics including video in apps versus mobile-optimized sites, pre-roll versus banner ads, inline compared to native media players, third-party tags and advanced interactive capabilities.

In addition to the technical aspects of mobile video, like encoding and delivery options, the document issued at the IAB’s annual leadership meeting covers creative decisions related to duration, interactive elements and companion banners, and key metrics such as impressions, completed views and time spent viewing.

According to a study released Monday by ABI Research, mobile video views (on smartphones and tablets) worldwide will make up a quarter of total online views, with that proportion expected to double by 2019.

In the U.S., 50.5 million people watched an average of 5 hours, 45 minutes of video on mobile phones a month through the first half of 2013, per Nielsen.

The IAB’s mobile video guidelines provide marketers with a checklist of items to consider before making a mobile video buy -- including the build time for re-encoding and optimizing video ad creative; making sure a landing page is mobile-friendly as well as ad creative; keeping creative short and punchy; and choosing the right metrics for a given campaign.-MediaPost

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