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.

Read more: How Domain is tapping into personalised mobile marketing

Join the CMO newsletter!

Error: Please check your email address.

Supporting Association

Predictive and cognitive, I think the big data scene when it comes to crunching and making meaningful the torrential volume of data will ...

Hitesh Parekh

The top 3 directions predictive analytics will take in 2015

Read more

This is true. We should have the initiative to embrace change and welcome a digitalized culture, much like the PR firm. The world of digi...

Hitesh Parekh

Changing culture key to achieving digital agility

Read more

How about the role that data plays in creating brands? :-) would be a great follow up article!

James Corby

Brand creation: It’s just a name…or is it?

Read more

Great study. Here's my prediction - marketing departments to become more like an agency structure and do more in-house. They currently ha...

Anne Miles

Report: Marketing teams must be restructured

Read more

Great Read! If you want to learn more about Dial Up Awareness, Engagement and Conversions please join @aismedia on March 4th for part 3 o...

Sarah

APAC marketers flag mobile first as key differentiator: Adobe report

Read more

Sign in