Video Council

Mission Statement – Video Ad Council

The objective of the Video Advertising Council of IAB Ireland is to promote video advertising in Ireland.  We are committed to proving the effectiveness of this medium through promotion, industry education and delivering Irish focused research so that marketers can better understand VOD usage and engagement in Ireland across a range of audio visual platforms.

The group contains representatives from publishers, agencies, creative and networks.
Chair: Brendan McGillicuddy, TV3

IAB Ireland Video Council Video Advertising Glossary.


Daniel Moriarty, Brightcove
Sam Piggins, Mindshare
Maeve O’Meara, IAB Ireland
Ellen Kelliher, Core Media
Dave O’Kane, Starcom
Robert Griffin, Sky
Lisa Martin, Digitize
Paul McPartlin, Wavemaker
David Hewitt, INM
Colleen Savage, Wavemaker
Diarmuid Mac Mathúna, IndiePics
Helen Beecher, Omnicom Media Group
Sam Piggins, Mindshare
Jessica Meehan, Core Media
Gerard Keenan, Carat
Elaine Doyle, Google
Paul McCarthy, Mirror Media
Daryl Hughes, Facebook
Maoiliosa Kiely, Accenture
Will Fox, Maximum Media
Greta Sulcaite, Ican
Conor White, Nielsen
Steve Conlon, Linkedin
Chris Chapman, Ve
Jolie Niland, Sheology
Kevin O’Gordon, Wavemaker

Definition of Video Advertising:

Video display advertising is separate to rich media advertising and is advertising sold around online video content, whereas rich media is streamed advertising that is launched on static pages.

Linear Instream means Ads that take over the full video experience for a period of time – pre-rolls, mid-rolls, post-rolls.

Non Linear Instream means Ads running concurrently with video content experience but do not take over the full video experience – commonly known as overlays or companion ads.

Video and Display Advertising Jargon Buster:

Click Here for Jargon Buster

Video Ad Formats:

In order to simplify the digital video advertising buying and selling process, the Video Council of the IAB has developed these guidelines and best practices for the most common current in-stream ad formats, including:

  • Linear video ads
  • Non-linear video ads
  • Companion ads

These recommendations have been constructed for these ad formats in order to meet the following marketplace needs:

– More efficient operations through a common set of creative submission guidelines
– More efficient development of ads and players through minimum common creative guidelines, including click functionality and duration definitions
– Easier digital video ad buying across multiple sites through minimum common ad sizes for overlay and companion ads
– Better consumer understanding of ad interactions and environments through best practice recommendations for creative development and player environments

There are three types of recommendations contained in this document for each ad format:

  • Ad Format guidelines
  • Common creative submission recommendations
  • Additional best practices

Click Here to Download Video Ad Formats Guidelines

While this document’s purpose is to develop more standardisation in the most common areas of the digital video landscape, the IAB continues to encourage creativity and innovation in video ad formats. As with all IAB guidelines, this document will be updated as the dynamic digital video advertising landscape progresses and new ad formats become more widely adopted.