Digital Video Advertising Overview: A Platform Status Report

Video advertising is one of the fastest-growing opportunities online today, as well as one of the most promising online advertising formats. The emotional draw of the television experience, consumers’ adoption of broadband, and subsequent change in Internet content, capabilities, and consumption all contribute to driving this growth. Despite the surge in interest in digital video by both the consumer and advertiser, there are still many components of video advertising that are confusing, making the need for standards and best practices essential.

In order to nurture and propel digital video advertising’s growth, the IAB and the members of its Digital Video Committee are committed to identifying important standardization initiatives for video and to evangelize online video advertising through awareness and outreach programs with the participation of all key stakeholders.

This document:

  • Provides an overview of the digital video advertising market,
  • Outlines multiple video ad formats by consolidating them into a macro framework,
  • Reviews the basic metrics behind video advertising,
  • Defines the basic economics of video advertising, and
  • Discusses key challenges that face the industry today.