IAB Releases Report on Digital Video Advertising
The Interactive Advertising Bureau (IAB) yesterday announced the release of “A Digital Video Advertising Overview,” a report aiming to help marketers and agencies maximize their understanding and use of digital video advertising. The report provides an overview of the constituents of the video advertising ecosystem, a look at the current state and challenges of the business of video advertising, an explanation of in-stream and in-banner video, and an appendix of definitions and nomenclature commonly used in the platform. It is the first in a series of white papers to be released by the IAB on digital video.
“The incredible growth of digital video over the past year is a testament to its singular ability to deliver exciting new consumer experiences with sight, sound and motion, revolutionizing consumer relationships with digital content,” says Randall Rothenberg, president and CEO of the IAB. “This rich and useful document will help marketers, agencies and publishers better understand how to harness the power of digital video so they can provide even more engaging experiences for their consumers.”
“It is critical that we create an environment that makes it easy for marketers and agencies to utilize this rich medium,” said Michael Hurt, director of digital advertising of Microsoft Digital Advertising Solutions and co-chair of the IAB Digital Video Committee. “This is really just the beginning of our work to foster and promote the continued growth of this vigorous and healthy online video ecosystem.”