Those units are meant to give some coherence to formats for display and mobile ads. The proposed specs that will be released today more finely codify the whys-and-hows.
The IAB is giving the public—in this case that mainly means ad agencies, brands, digital publishers and technology vendors—time to comment on them. After that they’ll be finalized by the Rising Stars Working Group. The style guide’s release coincides with IAB MIXX Conference and Expo in New York. There’s more information at www.iab.net/digitalvideorisingstars.
“The goal of this group was to determine what is next for the IAB’s strategic ad development,” Peter Minnium, IAB’s head of brand Initiatives said in an interview last week. “I’m pleased with the level of collaboration.”
The Rising Stars concepts, and the 12 winning companies that created them – CBS Interactive, Celtra, DG MediaMind, DoubleClick, Innovid, Jivox, Microsoft Advertising, Mixpo, Spongecell, Tremor Video, Yahoo! and YuMe –have been working out the fine points since February.
But during that time, major brands including AT&T, Budweiser, Chevrolet, Citi, Ford, Geico, Home Depot, Honda, JCPenney, L'Oreal Paris, Macy's, McDonald's, Microsoft, Nissan, Samsung, Sprint, Subway, Target, Toyota, T-Mobile, and Verizon (21 out of 25 of the most major brands, IAB says, and lots of smaller brands, too) have been using them.
Presumably, whatever bugs there were have been worked out.
In fact, Minnium supposes that during this month-long comment period, IAB’s in-box won’t be overflowing.
Working on the style and tech guide, Minnium says, was a matter of getting ad tech and agency competitors to get together on the basics, so that “the technical metrics were not a bridge too far” for any of the interested parties.
The five formats are:
“Filmstrip,” a scrollable, multi-panel, horizontal unit;
“Ad Control Bar,” that has what IAB considers to be an “elegant interface” for viewers to engage in multiple ways and allows any ad to be interactive without affecting video ad content;
“TimeSync” unit offers quality ad content overlaid on video, as well as targeting and inviting interaction at the most appropriate moments. according to the IAB.
“Extender,” which, like the name suggests lets viewers choose to continue viewing ad content, and opting for deeper video engagement;
And “Full Screen” which gives viewers a full canvas of interactive possibilities, including more video, social features and catalogs.