A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...
Collins Johnson
Oath to fully acquire Yahoo7 from Seven West Media
Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...
Ryota Miyagi
Why the art of human-centred design has become a vital CX tool
Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...
Cecille Pabon
Report: Covid effect sees digital events on the rise long-term
Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family
Sanwataram
Predictions: 14 digital marketing predictions for 2021
Nice!https://www.live-radio-onli...
OmiljeniRadio RadioStanice Uzi
Google+ and Blogger cozy up with new comment system