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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Well said! It is high time to look into the cultural values and beliefs of the audience before serving with the ads. If it is against the...

Praveen Kumar

The X factor in multicultural media planning and buying - Digital advertising - CMO Australia

Read more

I completely agree with you. High-quality customer service only strengthens loyalty to the company and helps to increase sales and increa...

Natali

Mercer CMO: How B2B brands can achieve customer love

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in