The UK Internet Advertising Bureau has updated its best practice guidelines for online video advertising in a bid to standardise usage of ad formats in the emerging sector.

The guidelines have been produced by the IAB Video Council, which includes representatives from YouTube, Guardian, Sky, Channel 4, Bauer, Telegraph, Microsoft, Yahoo and the BBC, with the aim of creating a single point of reference for marketers.

The guidelines for advertisers recommend size, positioning and length of formats such as pre, mid and post-roll ads, interaction in video ads, in stream overlap ads, in-text video adverts and companion adverts.

It also includes guidance for marketers using product placement and brand-funded content, branded video player skins, video adverts in social media and video sub-sites.

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