IAB reveals 5 new Rising Star ad formats for online videos

IAB is endorsing five new mobile ad formats for its "Rising Stars" lineup. The formats submitted by Jivox, Tremor Video and Microsoft, among others, include the "Extender," which allows viewers to watch an ad longer if they wish, and "Full Screen," "Filmstrip" and "TimeSync," which provide for ad overlays of video content. "We know that just as there was in display, floodgates of digital video content will open shortly and we will see immense amounts of digital video inventory," says IAB's Peter Minnium, head of brand initiatives, warning that simply repurposing TV will devalue the category.

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