IAB News Article Display Page
January 23, 2008
IAB Releases Digital Video Advertising Overview

The IAB announced the release of “A Digital Video Advertising Overview,” a milestone document that helps marketers and agencies maximize their understanding and use of digital video advertising. An informative primer on digital video’s metrics, technologies and products, the document provides an overview of the constituents of the video advertising ecosystem, a look at the current state and challenges of the business of video advertising, an explanation of in-stream and in-banner video, and an appendix of definitions and nomenclature commonly used in the platform. It is the first in a series of whitepapers on digital video, and the second in the series of platform-status reports issued by the IAB in an ongoing effort to educate the marketplace on the latest innovations in interactive advertising.

“The incredible growth of digital video over the past year is a testament to its singular ability to deliver exciting new consumer experiences with sight, sound and motion, revolutionizing consumer relationships with digital content ,” said Randall Rothenberg, President and CEO of the IAB. “This rich and useful document will help marketers, agencies and publishers better understand how to harness the power of digital video so they can provide even more engaging experiences for their consumers.”

“It is critical that we create an environment that makes it easy for marketers and agencies to utilize this rich medium,” said Michael Hurt, Director of Digital Advertising, of Microsoft Digital Advertising Solutions and Co-Chair of the IAB Digital Video Committee. “This is really just the beginning of our work to foster and promote the continued growth of this vigorous and healthy online video ecosystem.”

On February 13, the IAB will host a seminar in New York City on the state of digital video, continuing its educational efforts about this most compelling medium. The seminar will provide marketers and agencies a hands-on opportunity to learn from the experts how to implement digital video into their existing marketing programs.

To download “A Digital Video Advertising Overview” and for more information about the upcoming seminar, please visit http: www.iab.net/dvplatform.