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Monday, March 03, 2008

Video Ads In Search of Standards

This is the year that web video and distribution platforms will mature and have their necessary shakeout. As Steve Robinson points out, there are too many proprietary players and ad technologies to allow advertisers to cost-effectively distribute content.

The online ad industry has agreed on a select few sizes for display ads. Video advertising needs a similar discernible group of standards if the projections for huge growth in video ad sales are to be realized.

The Interactive Advertising Bureau can provide some leadership (as it is doing with tracking video ad performance), but the market will ultimately decide which players and ad technologies will survive. Advertisers need to create one video ad that can be distributed far and wide. If the ad network has its own properitary limitations, it will be their problem to fix if they want content to run.

By John Gartner at 11:33 PM | Comments (0)

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