As display ad prices went down, publishers are looking at finding new ways to increase the value and the prices of their premium inventory. With the increase in time spent viewing online videos, utilising video inventory as a premium ad category becomes a new opportunity for publishers. The Interactive Advertising Bureau (IAB) carries out Rising Stars program to increase ad spend in digital advertising by bringing together industry representatives to set the standards, provide the tools for more engaging ad formats and encourage advertisers to use next generation interactive advertising. First two initiatives as part of Rising Stars program were on display and mobile. Recently the IAB unveiled the five-winners to be endorsed as part of Rising Stars program.
- Film strip
- Ad control bar
These new video ad formats aim to bring interactivity and enhance the impact of online video ads with social media buttons and store locators.
See the article on Ad Age for details about these new video ad formats.