Connected TV Ad Loads for Optimising In-Stream and Out-Stream Video Ads

 

Ad Loads for Optimising In-Stream and Out-Stream Video Ads

In September, we published the IAB Tech Lab guidelines for digital video and connected TV ad formats, and these guidelines introduced a new distinguishing characteristic that separates in-stream and out-stream video ads. 

The coming year promises significant change and equally significant growth for advertising-based streaming services. Programmatic CTV advertising is set to benefit from this growth – if CTV services and advertisers can take advantage of the major trends. Ad loads on AVOD services have historically been lower than traditional linear television ad loads. 

That’s going to change somewhat in 2023, as more advertisers turn their attention – and their ad budgets – to streaming services. To accommodate a growing number of advertisers, some AVOD services will increase the number of ad slots available, while remaining below linear TV’s oppressive ad load. 

The automation of CTV advertising will continue unabated. Programmatic ads will become the norm due to their ability to better connect advertisers with their targeted audiences. Automated advertiing also benefits OTT providers, helping optimize their available ad inventory. Other AVOD services will respond to the growing ad demand by increasing their ad rates – and not by a little. 

With more advertisers chasing a relatively limited number of ad slots, supply and demand dictate that prices will rise. Whether it’s due to increased ad rates or increased ad loads, OTT services will benefit. With real-time ad decisions in the programmatic CTV ad process, AVOD services can increase fill rates and serve more targeted advertising, increasing ad rates and revenues. 

Specifically, the new guidelines provide the technical standardization for formatting of transcoded video and audio files (such as bitrates, framerate, aspect ratio, resolutions, colorspace, etc.). It also addresses standards for non-linear or overlay and companion ad creatives and details for how to include these in VAST (Video Ad Serving Template) tags.