{"id":4804,"date":"2023-04-13T01:59:11","date_gmt":"2023-04-13T05:59:11","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/04\/13\/better-for-all-the-iabs-latest-video-ad-guidance-falls-short-on-great-expectations\/"},"modified":"2023-04-13T01:59:11","modified_gmt":"2023-04-13T05:59:11","slug":"better-for-all-the-iabs-latest-video-ad-guidance-falls-short-on-great-expectations","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/better-for-all-the-iabs-latest-video-ad-guidance-falls-short-on-great-expectations\/4804\/","title":{"rendered":"Better for All? The IAB\u2019s Latest Video Ad Guidance Falls Short on Great Expectations"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By <em>Ilhan Zengin, CEO, <\/em><a href=\"https:\/\/showheroes.com\/\"><em>ShowHeroes Group<\/em><\/a><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">US digital video spend is set <a href=\"https:\/\/www.insiderintelligence.com\/content\/proposed-change-video-ad-categories-sparks-debate\">to reach $93 billion<\/a> this year, taking <a href=\"https:\/\/www.forbes.com\/sites\/bethkindig\/2023\/01\/27\/ad-budgets-set-to-slow-even-more-in-2023\/?sh=52e0fe9d554c\">the lion\u2019s share of ad budget<\/a> in a challenging market \u2013 buoyed by demand for premium CTV. With ad dollars flooding into a rapidly evolving space, the challenge for the industry is twofold.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">First, we have to create a web-based taxonomy that is fair and transparent, delivering value for buyers and sellers of all sizes across a complex ecosystem. Secondly, we must prioritize a new, user-centric caliber of ad experience; one that elevates the needs and interests of its audience as a core performance metric.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">IAB Tech Lab\u2019s <a href=\"https:\/\/iabtechlab.com\/blog\/march-2023-update-to-openrtb-is-now-ready-for-implementation\">new tweaks<\/a> to its technical specifications falls short of these challenges; though not for want of trying. The trade body this month attempted to clarify guidelines it issued last year on the difference between instream and outstream placements. Faced with criticism that its narrow definitions would preclude <a href=\"https:\/\/digiday.com\/future-of-tv\/future-of-tv-briefing-the-implications-of-iab-tech-labs-in-stream-vs-out-stream-video-ad-guidelines\/\">90% of existing inventory<\/a> from qualifying as instream, it has responded by wiring in more flexibility.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet this latest round of updates \u2013 while a welcome step in the right direction \u2013 doesn\u2019t go far enough in capturing the link between video ad formats and the realities of our current watching environments.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The question of audio<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">In its updated taxonomy, the IAB has shifted somewhat from its previous position on sound, acknowledging that audibility \u201ccan\u2019t be the sole criteria\u201d defining an instream ad; not least due to Chrome\u2019s auto-muting of most video players.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, the more pertinent issue is why should audio be counted at all? These days, 75% of videos are <a href=\"https:\/\/www.insiderintelligence.com\/newsroom\/\">played on mobile devices<\/a>; nearly all with sound off. Moreover, that figure climbs steadily higher with video\u2019s most prolific audience \u2013 millennials and Gen Z consumers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Equally, one of the major principles of a new-look digital ad industry centers around the need to become <a href=\"https:\/\/www.iabuk.com\/diversity\">more inclusive and diverse<\/a>. Yet, making audio a deciding factor of whether an ad is premium or not does not take into account the experience of around <a href=\"https:\/\/www.forbes.com\/health\/hearing-aids\/deafness-statistics\/#:~:text=Hearing%20loss%20can%20have%20a,affecting%20approximately%2048%20million%20Americans.\">48 million Americans<\/a> who live with deafness or some form of hearing loss.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s good to see the IAB adding an \u201cexplicit demonstrated intent to watch the video\u201d as another criteria for the updated instream category. This clause is a nod to the type of privacy-friendly, high attention and contextually relevant experience we all want to create, as the golden standard of new-era video ads.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A good video ad is, by definition, one that a consumer wants to watch because it aligns with their interests at a given point in time. Yet the addition could benefit from the recognition that access to audio doesn\u2019t necessarily signal this intention. Instead, quality, attention and relevance should take centrestage.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>An uneven playing field<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The IAB has signaled further adaptability with the creation of a new \u201caccompanying content\u201d category, enabling a greater range of bidding value between videos that run alongside content in some form, and those that are standalone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This may help in eking out additional revenue for smaller, independent publishers who cannot qualify for the top-tier instream classification. Yet still, it doesn\u2019t solve the underlying problem of a taxonomy whereby scarce, overpriced instream inventory weighs in favor of platform giants such as YouTube.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Meanwhile, independent publishers around the world risk being frozen out from video\u2019s most lucrative ad format. This comes despite their hallmark of journalistic content \u2013 a natural breeding ground for deep-seated audience engagement.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With instream ads commanding <a href=\"https:\/\/www.adweek.com\/media\/instream-outstream-video-advertising\/\">significantly higher rates<\/a> than their outstream equivalents, a greater sense of visibility over ROI is key for buyers; especially given digital\u2019s legacy of spammy, low-quality video ads.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But resetting the needle shouldn\u2019t cleave a gap between monetization and compelling storytelling; the very quality that could galvanize brands, consumers and the industry at large.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Reshaping the instream framework<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The IAB\u2019s latest rejig on video classifications show that it is listening to feedback from the ad tech world; and that alone is meaningful. It\u2019s also helpful to have a broader structure of categorisations to choose from, in recognition of the many complexities that bubble beneath today\u2019s video market landscape.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, any taxonomy we move ahead with now must be both simple and refined enough to reflect the reality of user behaviors. A stronger framework would be to split the instream category into two: long primary instream and short primary instream.<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\n \t<li><strong>Long primary instream<\/strong> reflects lean-back scenarios where consumers immerse themselves in TV-like digital video entertainment, with a focus on mostly long-form content.<\/li>\n \t<li><strong>Short primary instream<\/strong>, meanwhile, signals web surfing situations whereby consumers are dipping into multiple short-form videos across different channels. It&rsquo;s an ideal setting for intelligent ad tech to serve contextually relevant brand messaging in a seamless way.<\/li>\n<\/ol>\n<p class=\"wp-block-paragraph\">The high attention rates and subsequent user engagements that this strategy derives is proof in itself of audience intention; the results speak for themselves. At a time when all eyes are on <a href=\"https:\/\/www.entrepreneur.com\/green-entrepreneur\/digital-ads-are-destroying-our-planet-and-we-need-to-act\/439762\">the carbon footprint<\/a> of streaming video, it\u2019s an approach that minimizes inventory wastage, too, by placing ads in the most compatible settings possible.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The real value of a video ad should be measured in how attuned it is to audience interests and preferences. Instream categories alone cannot make the difference here; but allowing a greater breadth of definition will allow brands to better support the kind of world-class user experience that should be our signature in a new age of ad tech.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The real value of a video ad should be measured in how attuned it is to audience interests and preferences.<\/p>\n","protected":false},"author":7,"featured_media":4805,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[10],"topics":[2],"class_list":["post-4804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Better for All? 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