Underscoring the urgent need for advertising standards in the online video business, the Interactive Advertising Bureau is launching its first effort this week to develop best practices for ads in TV shows on the Web.
The IAB effort centers on “long-form” Web programs, including full episodes of TV shows that run online such as ABC’s “Grey’s Anatomy” or Fox’s “House.”
The IAB’s latest initiative reflects the growth in online video viewing. According to comScore, Internet users in the United States are watching more than 14 billion videos each month. TV series are a relatively small portion of that total, but they command the bulk of online ad dollars. Research firm eMarketer predicts online video advertising will grow 45% this year to $850 million.
At its initial meeting this week, the IAB’s digital video committee will tackle issues surrounding best practices for the number and placement of ads in online TV shows, said Jeremy Fain, VP of industry services at the IAB.
http://www.tvweek.com/news/2009/02/iab_reaches_for_web_video_ad_s.php
