Best Practices In Short-Form Video Advertising

The new guidelines for online video ads published by the Interactive Advertising Bureau (IAB) are an important foundation that those of us in both the online video and advertising industries can build upon as we seek to turn the viral video phenomena into a powerful marketing vehicle. But these standards are only a first--and relatively small--step in the right direction towards our shared success.

That shared success will come from shifting loyalty from the traditional standard bearer of brand advertising--television--to the new kid on the block--online video and social media. It will depend on our mutual ability to create content and campaigns designed for the short-form video environment and an interactive medium. In order to realize this opportunity, marketers must first embrace the power of online video; and second, we need to get serious about creating and implementing best practices for maximizing advertising effectiveness.

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