IAB launches video advertising advisory council

New council will feature representatives from across the digital advertising landscape including publishers, networks, brands and agencies

The Interactive Advertising Bureau (IAB) has launched a video advertising council to provide guidance and support around video advertising trading practices.

The council features representatives from across the digital advertising sector including publishers, networks and agencies. Launch members include Adaptv, Foxtel, Google, MCM, MCN, VENA, SpotXchange, SBS, TEN, TubeMogul, TVN Videology, and Yahoo!7.

IAB said further members will join in coming months.

Among the council’s initial priorities are providing case studies and research showcasing the ROI of video advertising, as well as revising technical specifications, standards and guidelines. The council will also look at audience and campaign measurement metrics across screens for video content, as well as viewable impressions for video ad units.

Video advertising fraud is another area in the spotlight and the new council will work with the IAB Brand Safety Council to formally launch a program addressing the issue shortly.

“The potential growth of the digital video market in Australia is indisputable and the video advertising council will be actively focusing on making video ad trading easier and more effective,” IAB CEO, Alice Manners, said.

The video advertising council is the latest in a series of initiatives being launched by the IAB to better address the needs of the wider digital advertising community. Other plans have included the launch of an agency advertising board in March, and two additional digital marketing certification programs: Digital Media Sales, and Digital Ad Operations.

Related: Australian marketers are the most confident globally in their digital marketing prowess
Video ads come to Facebook

According to a recent IAB US study, 65 per cent of advertisers anticipate they will spend more on digital video advertising this year than in 2013. Among the drivers for uptake are cross-screen campaigning, the increase in mobile video inventory, and development of more sophisticated programmatic options.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in