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The industry association for Dutch video platforms will check whether advertisers apply the loudness standard for online advertisements. The association first calls on advertisers to submit advertisements themselves in accordance with the noise standard.
Since 2012, there has been a loudness standard of -23dB for TV advertisements, but since this summer the European Broadcast Union has also drawn up this so-called R128 standard for online advertisements. According to industry association Screenforce ‘in the near future’, publishers affiliated with the trade association will check whether they actually meet the standard during the intake of online commercials.
Because the content of the affiliated publishers themselves is currently already served according to this standard, there is no longer a big difference in loudness between online content and online advertisements, according to Screenforce.
Fifteen publishers and video platforms are affiliated to the association: NPO Start, RTL XL, Videoland, DPG Media, Discovery, ESPN, Ziggo Sport, Eurosport, 24Kitchen, Comedy Central, MTV, Spike, National Geographic, XITE and KIJK.
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