The American Association of Advertising Agencies has released revised guidelines covering on-demand video. The guidelines are designed to help marketers and agencies judge the effectiveness of ad messaging in on-demand video environments.
The Digital Video Innovation Committee said that marketers needed greater specificity in how data was captured, compiled and reported. The revised guidelines, titled On-Demand Video Metrics Guidelines 2006, can be found in the members-only section of the AAAA web site at AAAA.org. The guidelines were first released in 2004, AAAA said.
“The revised guidelines are similar to the previous version, but take into account the rapidly changing technology of on-demand video environments,” said Russ Booth, director of analytic insights at MediaCom and chair of the DVI Committee. “Too much time has passed to get to this point, but never before has it been so important to have a sound evaluative structure to support a viable ad-supported, on-demand marketplace.”
The basic principles of the original set of guidelines have not changed and include verification of delivery, accuracy in data, detailing delivery and timeliness of delivery. The main difference in the new guidelines is expanding the scope of the guidelines to include other portable on-demand devices, AAAA said.
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