The Interactive Advertising Bureau (IAB) has released its “Long Form Video Overview.” The organization says that long form video is forecasted to be the driving factor in the growth of digital video advertising over the next five years. The overview is designed to provide marketers and agencies with guidelines to better understand and make the most out of their digital video campaigns.
The IAB defines long form video as any professionally produced or user-generated video that lasts longer than 10 minutes, and consists of a content arc, with a beginning, a middle, and an end.
“Broadband penetration and the convergence of the television with the PC are accelerating, making long form video advertising a strong focus for marketers,” said Jeremy Fain, Vice President of Industry Services at the IAB. “Our goal is to describe clearly the outlook and opportunities for anyone who is interested in learning more about long form video.”
“Long form video online is a natural fit for a lot of brands, not just those that do well on television,” said Geoff Coco, a Group Product Manager with Microsoft and Co-Chair of the IAB Digital Video Committee. “Long form video is close enough to the television experience that comparing its effectiveness is a no-brainer. But the future success of long form lies in giving marketers the ability to enlist viewers to engage with their brands in new and powerful ways.”
The Long Form Video Overview covers the current digital video ad marketplace, multiple forecasts for future ad revenue, common long form ad formats & other ad-buying opportunities, and definitions of key terms associated with long form video.
Along with the Long Form Video Overview document, the IAB has released the digital video in-stream ad format guidelines and best practices, the digital video ad-serving template, and the digital video in-stream ad metrics definitions. All of them can be found here.
