What Are the New Video Ad Definitions and Their Requirements?

The rules and classifications governing video advertising have changed throughout time. The most recent video advertising requirements represent a major shift for the ad tech and advertising industries, and the IAB Tech Lab sets the global standard for the programmatic ecosystem. Now, let's go into great detail on this subject.

The Tech Lab's original goals were to define the instream video better and draw a more distinct line between the two dominant categories. A proposal to expand the criteria of video advertising and add more complexity to the categories was introduced in October.

The update focused more on refining and clarifying the current categories than creating new ones for the video advertising rules. A working group in the Tech Lab produced this modification to meet the industry's needs better. 

For those in the programming supply chain, the 2022 instream/outstream duality presented challenges. There are currently three "out-stream" varieties according to the updated definitions.

The following are the revised definitions and their requirement:

Instream

Advertisements before, during, or after the customer-requested streaming video material are known as pre-, mid-, or post-roll instream advertisements. The default setting for instream video at player startup must be "sound on." 

Accompanying Content

A video advertisement that plays within the stream of video content that goes with the user's primary visit, even when the video content isn't the main reason for the user's visit or something they specifically asked to see. Placements of Accompanying Content must load inside the page's body and are, by default, “muted.” As it scrolls off the page, it can transform into a floating or sticky player.

Interstitial

A video advertisement fills the majority of the viewport. It is the page's main focus when it is played during a content transition without any other streaming video content. You must be careful with the number of ads being played for interstitial ads. The rule is that only one autoplay video player can be opened at once and auto-played when it reaches at least 50% of viewability.

Standalone

Video ads that play without any video material/content being streamed and the video ad is not the page's focus. Placements such as slideshows, native feeds, in-content, and sticky/floating can all contain this.

Why Does This Matter?

This adjustment is important from the perspective of both the buy and sell sides, in addition to expanding the definitions of the videos. The new specifications positively move toward more defined pathways and encourage transparency across the sector.

These requirements provide suppliers with more motivation to enhance their video content experience. There is no motive for a seller to invest in content if there is no differentiation between higher quality out-stream video and lower quality out-stream that results in an unsatisfactory watching experience for viewers. The most recent specifications guarantee that businesses and publishers will be encouraged to spend in providing the greatest user experience possible. Consumers are interested in high-quality, relevant content, and their viewing experiences are crucial. Publishers now receive greater CPMs for a video ad accompanied by actual video content when they offer a better user experience.

This is a significant shift for buyers also! Buyers are curious about what they are getting. So, a level of precision that was lacking before is added with these new definitions. The specifications provided by the IAB Tech Lab enable buyers to understand the type of products they are buying.