• by Joe Mandese  @mp_joemandese, October 22, 2024

In an odd mixed metaphor, the IAB Tech Lab this morning unveiled plans to utilize a popular linear TV talent show format to help standardize advertising formats for the CTV marketplace. Dubbed "Ad Format Idol," the tech lab is inviting any and all industry contestants to submit CTV ad formats, with the most popular ones being announced in the first quarter of 2025.

“The industry is full of new ad formats that show promise but lack the technical standards to take off," IAB Tech Lab CEO Anthony Katsur notes, explaining:"Ad Format Idol' is about cutting through the noise, finding what works, and giving it the structure needed to thrive.”

The initiative includes a new report, "IAB CTV Video Ad Format Landscape," which likely will provide some inspiration for industry contestants. The report highlights a spectrum of new and emerging formats drawing from traditional linear/broadcast TV and innovating for the streaming experience and digital capabilities, including picture-in-picture ads, pause screen ads, shoppable ads, “brand bugs,” etc.

The tech lab said the "Ad Format Idol" contest will be open for consideration from today through January 22, 2024.