Following on from the recent DPAA announcement about video standards, we have the details of the proposed common formats.
The main focus behind this announcement is to simplify the the process for advertisers, so that they only have a single set of formats to worry about when producing creative to run on out of home networks. This will be especially beneficial when their media buying will run across multiple networks – it removes a layer of perceived technical difficulty in creating different versions for different networks, and will help to unify the industry by presenting a common front for media buyers.
Primary video ad units standard formats:
|16:9||1920 x 1080||MPEG-4/H.264 AVC||20 Mbps||Universal Ad Package|
|4:3||1440 x 1080||MPEG-4/H.264 AVC||20 Mbps||Universal Ad Package|
|9:16 (Portrait)||1080 x 1920||MPEG-4/H.264 AVC||20 Mbps||Portrait Full Screen|
They have settled on the H.26/MPEG-4 format for its high quality, and player support for it is becoming almost universal these days.
This does mean that networks whose content platform can’t play these standards natively will have to convert any media files to their own formats for play out, but this could be a small price to pay for making it easier and more likely for media buyers to use their network in the first place.