The Interactive Advertising Bureau (IAB) is preparing new format guidelines for video advertising. This includes pre-, mid- and post-roll, overlays, product placement, and companion ads (display ads placed alongside video).

The effect this standard will have on the video advertising industry will be enormous. Content publishers will build their websites with these standards in mind and provide generic advertising spaces into which they can then include advertising as required from the appropriate advertisers. Advertisers can create ads that will be re-usable across websites. And video advertising agencies can finally start to emerge that provide the market place for video ads to find their locations.

For Vquence this is great news since all this new advertising will need to be measured for impact - we expect the need for video analytics will grow enormously.