Harmelin Digital Contributer: David Adams
Over recent years, video has grown into a dominant part of the online user experience and advertising landscape. As it expands across various digital mediums, such as desktop computers, tablets, smartphones, and smart televisions, the need to simplify the distribution process for advertising has increased. With the hope of improving the way advertisers, agencies, and creative producers deal with video advertising in the digital landscape, 8 leading trade groups are joining forces to develop new specifications and best practices.
What this means for marketers: The guidelines that these organizations are working together to develop will greatly improve the process of administering digital video advertising for the entire industry. Currently, marketers need to manage a wide variety of specifications like aspect ratio, file size, audio format, ad duration, and video encoding so that they work seamlessly across various video players and digital mediums. This usually requires that an advertiser has multiple versions of a video creative to accommodate all of the possible situations they will be faced with. This current effort to create standardization across the industry will hopefully improve compatibility and make dealing with video advertising work smoother for all parties involved.