Posts Tagged ‘iab uk’

About a month ago IAB UK released the Video Guide where Alfred Ruth was one of the contributors. June 4th, the guide will be printed and there’s a small launch event for that organizied by the IAB at their offices at 14 Macklin Street. It’s titled: Online video advertising: pause, play and fast forward.

I’ll be one on the speakers together with Nancy Cruickshank from the Telegraph, Sharon Braude from Media Contacts and Kieron Matthews from the IAB.

Read more and signup here.

Since last summer we’ve been part of the IAB UK Video Council contributing to the brand new Video Guide that was released today. The guide contains comprehensive information addressing most of the questions still surrounding the business of online video advertising, and hopefully it will play it’s role in growing the business for us all by making it easier for media buyers to grasp the subject.

An important part of the handbook is the new guidelines on ad formats. The idea is that publishers and technology providers should adapt to these guidelines and thus enable creative assets to be reused across different sites without adaptation. We’re of course doing our part of the job to enable that.

Here in Sweden, we’re trying hard to catch up. I’m chairing IAB Sweden’s Video Task Force and I assure you that a Swedish guideline is on it’s way. Let’s get these prerolls, midrolls, postrolls and overlays standardized world wide!

We’ve been memebers of the IAB UK’s Video Council since October where we together with the other influential player of the British market are trying to create a standard for online video advertising as well as a pedagogical handbook for media buyers. All of this since we believe it will play an important role to help the growth of the online video advertising business.

When it comes to the Swedish market, IAB has been a bit slower. In fact, IAB Sweden wasn’t even formed until September 2008. But now things are moving, and we’re part of creating a Swedish IAB standard for online video through the IAB Sweden Video Task Force which I am currently chairing.

I’m glad to say that we most definitely have had a kick-start. We had our first meeting last week and besides a few exceptions we had all of the major Swedish publishers present. And we’re working hard to recruit the last few.

Of course, the Swedish workgroup will strive to make the Swedish standard compliant with other similar efforts in other countries. And since IAB UK is certainly making a good job, we are paying close attention to what’s coming there.

Anyway, we are all joined in the effort to make online video as profitable as possible in order to pave the way for better services to the end users.

And the first step is of course to develop a standard in order to make it easier to buy.

I will be participating in a panel Tuesday next week Dec. 9th at the Online TV and Video forum in London.

Below is a short summary of the panel topic:

Placing Value on Internet TV

Online video adverts are commanding CPMs that are higher than some rates for multichannel TV. Which brands are willing to pay for online video adverts and how can advertisers target the right consumers?

Give me a note if you would want to meet up there!