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IAB Tech Lab ad format updates include digital video and CTV

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IAB Tech Lab ad format updates include digital video and CTV


Today, IAB Tech Lab announced updates to its ad format guidelines that include digital video and connected TV (CTV). The aim is to minimize fragmentation in the ad ecosystem due to a proliferation of new formats and ad capabilities, including the interactivity promoted by digital ads.

According to IAB, the new guidelines will be available for public comment for the next 30 days, giving an opportunity for publishers and ad platforms to weigh in.


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Why we care. There is potentially a lot of extra work for ad creators who want to use existing assets for campaigns in emerging channels online and in the admittedly fragmented CTV space.

A similar need is being met on Facebook, where just last week 3D imaging platform VNTANA launched an integration that converts and standardizes 3D images for specific 3D ad campaigns.

The point is, the extra work in reformatting assets can be a significant hurdle for advertisers with limited budgets. Addressability is another hurdle which IAB Tech Lab tackled last month.

Nuts and bolts. Also an important new guidelines: They are set with cross-screen campaigns in mind. It’s not just about tailoring the standards to, for instance, a smart TV format. Instead, it’s about enabling these ads to fit to any screen.

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Some specific guidelines for digital video and CTV include:

  • general submission guidelines for creative file submissions, such as ad duration, aspect ratio, and details of any engagement events;
  • guidelines for the raw source file such as bitrate, frame rate, color space, and audio settings to drive the most consistent output for transcoding smaller, ready-to-serve files;
  • guidelines for transcoding smaller, ready-to-serve files at low, medium, and high resolutions to match to environments where screen size or connection speeds may be limited; and
  • nonlinear and companion ad guidelines for dimensions and placement, duration, engagement, and controls.
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Nonlinear and companion ads. As mentioned above, nonlinear ads are small video or animated overlays that, according to IAB, are becoming more common in CTV. 

Similar guidelines are provided for companion ads that display outside the player, such as when the player is embedded in a webpage. 

Read next: How to use QR codes in CTV and cross-channel campaigns


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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