Video ad formats: The road to successful digital video advertising

A best practice guide from IAB Europe to key online video formats and lengths, and how to prepare for and measure video campaigns.

Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.


Digital video has been ‘the next big thing’ for some time now, and in 2018 it accounted for 14% of Europe’s total display advertising market with a year-on-year growth rate of 30.9% (source: IAB Europe AdEx Benchmark 2018).

Figure 1: Share of formats in 2018 (source: IAB Europe AdEx Benchmark 2018)

This is not surprising in an environment where brands are trying to attract and maintain user attention. In this context, a brand must provide relevant...

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