The guidelines do not prevent new online video ad formats from developing in the future, but they may cut down on proliferation of forms, which can frustrate consumers and make the business of selling ads more difficult.

eMarketer predicts that spending on online rich media and video ads will account for nearly one-fifth of all online ad spending by 2012, up from 9.7% of all online ad spending in 2007.

“Video ads command higher prices than static display advertising,” said David Hallerman, senior analyst at eMarketer. “That both boosts overall ad spending and draws in more dollars from traditional brand marketers, who have been reluctant to commit much of their ad budgets to the Internet.”

Ongoing experiments with video ad formats and a lack of standards have, in part, kept the online video ad market from even stronger revenue growth.

Other hurdles have included limited high-quality video content to attract big advertisers and unresolved issues such as traffic measurement, which will be needed to gain the trust of the most deep-pocketed marketers.

As those problems are solved, spending will increase. eMarketer predicts that US online rich media and video ad spending will total more than $9.4 billion in 2012, which is more than four times as much as the 2007 spending level.

For its part, the IAB said that the guidelines and best practices address the most widely used current in-stream ad products, including linear video ads, non-linear video ads and companion ads.

“Digital video has matured beyond the experimentation stage, and continues to be one of the most exciting platforms within the interactive landscape,” said Randall Rothenberg, CEO of the IAB. “The creation of these formats and guidelines will allow digital video to continue to flourish on two levels—creativity and marketplace efficiency.”

The IAB said that the guidelines attempt to simplify digital video ad buying across multiple sites with minimum common ad specifications for video, overlay and companion ads. As with standardized ad formats in other media, they are designed to make operations more efficient through a common set of creative submission guidelines.

“In general, the attempt by the online ad industry to create standards and guidelines is most often a good thing,” Mr. Hallerman said.

Jeremy Fain, senior director of industry services at the IAB, told eMarketer that the standards were designed to make it easier to buy online video ads on a mass scale.

“The guidelines take out the friction, gather the most widespread formats and make it easier for large agencies to buy across larger audiences online—making digital video a serious portion of their online plan.”

He said that designers would still have plenty of room to create.

“All of our guidelines are minimum standards so as to not stifle innovation.”

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One reason for the difference is that there are more females than males in the

US Census Bureau. In fact, teenage girls are the driving force behind increased female Internet usage in the

In 2008, 68% of all females ages 3+ and 65% of males 3+ will go online at least once a month.

Yet even that reduced rate of growth will continue to top total media ad spending, maintaining online advertising’s position as the fastest-growing media in terms of ad spending.

“Several elements unique to the Internet will support continued US ad spending growth even if other media falter,” said David Hallerman, senior analyst at eMarketer.

“The greater ability to measure ads online will likely encourage marketers with reduced budgets,” Mr. Hallerman said. “Those same marketers are finding that the audiences they need to target are spending more of their media time on the Web.”

Search will account for the largest portion of online ad spending in 2008, at 40%. That percentage will decrease slightly through 2012, when it will account for 37.3% of US online ad spending.

Conversely, spending on rich media and video advertising is set to grow as a percentage of online ad spending, rising to 18.5% in 2012 from 10.2% in 2008.

eMarketer predicts that total US advertising spending will grow by 3.3% in 2008.

Advertising Age recently reported that other analysts have also predicted total media ad growth.

Speaking at the American Association of Advertising Agencies‘ Media Conference and Trade Show, Bear Stearns analyst Alexia Quadrani said US ad spending would increase 4% in 2008, up from an estimated 3.3% in 2007.

Ms. Quadrani said that, despite fears about the economy, marketers still have reason to spend on advertising.

“Many marketers face an extremely competitive landscape with products that aren’t very different from those of rivals. They also have raised prices and need to advertise to get consumers to continue to buy their goods.”