Why You Should Adhere The IAB Standards?

The digital advertising ecosystem is growing. With countless stakeholders—including advertisers and publishers—it’s essential to have a unified framework to enable seamless collaboration. The Interactive Advertising Bureau (IAB) provides these critical standards, shaping how the industry operates efficiently and effectively.

It isn’t a suggestion but, it is an industry best practice to comply with IAB standards to be competitive, get better user experiences and increased revenue returns in an ever-changing environment. IAB video ad specifications are sets of guidelines that facilitate consistent communication while also aiding in the management and serving of digital video commercials. In this article, we highlight the importance of adhering to IAB guidelines and the benefits of following their progressive guidelines in the AdTech space.

Understanding IAB Standard Video Ads

In-Stream Ads

In-stream ads are incorporated in video contents and they include pre-roll, mid-roll, and post-roll. Pre-roll ads run at the start of the video as viewers wait for more relevant content, which aids in delivering attention as the audience seeks background. Mid-roll ads run at the halfway of the video probably when there is a break or interruption. They have the advantage of reaching an active audience, but also run the risk of losing them if the advertisement is not engaging enough. Video ads that display at the end of the video are known as post-roll ads.

Accompanying Ad

Accompanying ads are placed within a video, but they do not directly interrupt the content. In most cases, these ads are presented in the form of banners, side panels or companion advertisements designed to accompany the main content. It should be kept in mind that the video content itself is not the main content. This format is especially suitable for the purpose of obtaining clicks or other engagement while the viewer’s related information is not at risk of being interrupted.

Interstitial Ads

These are advertisements that cover the entire screen which appears in between video sequences, or between transitions in an APP. They are very captivating and often expect viewers to be focused on the advertisement. These ads, while great for getting attention, do require interesting and captivating content so as not to annoy users. Because of their strong presence over audiences, interstitial ads work very well for time limited deals, for getting application downloads or for Brand big campaigns.

Standalone Video Ads

Like the name, these ads are not attached to any content. These ads capture the viewer’s focus within the first few seconds. They are highly flexible in terms of placement whereby stunning images, storytelling and short texts can be used to reach particular segments. Because of their flexibility, several clients prefer standalone video ads in their marketing strategy.

The New IAB Ad Portfolio: LEAN and Flexible Ads

To keep up with a fast-paced digital ecosystem, IAB has introduced New Ad Portfolio with the following attributes.

Lightweight Ads

Applying LEAN principles (Light, Encrypted, AdChoices-supported, and Non-invasive) guarantees that ads are sufficiently light in weight and therefore do not interfere with the performance of the webpage. According to a survey, publishers adhering to LEAN principles were able to drive users to turn off ad blocks on their devices. For instance, ad blocking is very popular amongst young men aged 18-34 years. However, they are the same people who are willing to disable ad blocking for websites that follow LEAN.

Flexible Ads

Designed with aspect ratios rather than fixed pixel dimensions, flexible ads adapt seamlessly to any screen size—mobile, tablet, or desktop.

Why Following IAB Standards is Critical

IAB Standards are best practices and recommendations set by The IAB, which serve as a technical manual for publishers and advertisers. In order to preserve consistency in the advertising industry, these rules aid in standardizing the advertising process. IAB standards are foundational to the buying, selling, and serving of ads in the digital advertising industry. They offer standardized ad formats, technical specifications, and best practices that streamline operations for all parties involved.

1. Enhanced User Experience

IAB-compliant ads are focused on speed and responsiveness increasing ad efficiency by reducing page load time. As the performance of the site is enhanced, better interactions are promoted, bounce rates are reduced and satisfaction of the viewer increases.

2. Simplified Ad Inventory Management

With standardized formats and clear guidelines, creating and managing ad inventory becomes far easier for publishers. Advertisers on the other hand can confidently plan campaigns knowing how the ads will look on the different devices.

3. Better Revenue Potential

Following the IAB specifications allows for working with large advertising networks that require standard formats. It can increase click rate (CTR) and conversions thus bringing in more revenue.

4. Future-Proofing with Emerging Technologies

Guidelines of the IAB apply also to new formats. Publishers who use these formats get new advertisers and keep up with the trends of the markets.

5. Combatting Banner Blindness

Providing several ad sizes and formats can help solve the problem of ‘banner blindness’ which is where users unconsciously prevent their eyes from ad locations and ads in general due to their repetition. A greater selection of advertising formats also helps to focus and interest the audience more, which increases the ads’ visibility and effectiveness.

FAQs: A Quick Recap

Q: What are IAB standards?

IAB standards are guidelines established by the Interactive Advertising Bureau to ensure consistency, efficiency, and compatibility in digital advertising.

Q: What is the importance of IAB standards in advertising?

They streamline ad operations to allow the users to have a better experience and maximize revenue opportunities for both publishers and advertisers.

Following IAB standards is critical in the current digital advertising environment. These procedures facilitate processes, enhance ad effectiveness, and enhance the possibility of cooperative efforts across different platforms and devices.

Whether you’re a publisher, advertiser, or marketer, adopting IAB standards is not just a smart move—it’s a necessary one.