IAB News Article Display Page
June 11, 2008
IAB Launches Digital Video In-Stream Ad Metrics Definitions

The IAB announced the release of “Digital Video In-Stream Ad Metrics Definitions.” Created by the IAB’s Digital Video Committee, a group comprised of 145 leading interactive companies, these definitions are designed to improve the reporting of metrics for advertising agencies and marketers by providing consistency across multiple media partners.

The types of metrics now reported for digital video vary depending on the type of video ad formats executed within a campaign. Standardizing the definitions of the most commonly used formats is the objective of the new document, which is focused on:

• Linear Video Ad With or Without Companion Ad
• Linear Video Interactive Ad
• Non-linear Overlay Ad
• Non-linear Non-Overlay Ad

“Digital video is one of the most dynamic and creative areas of interactive advertising,” said Randall Rothenberg, president and CEO of the IAB. “Standardizing the metrics used to evaluate its effectiveness as a tool for engaging consumers is a critical building block for the advancement of this medium.”

“Metric definition alignment is one of the most important things that we can do as an industry to hasten advertiser adoption of digital video,” said Joey Trotz, Senior Director, Turner Broadcasting and co-Chair of the IAB’s Digital Video Committee. “As a committee, we will continue our ongoing work of making it easier for marketers to tap into the power of this interactive platform.”

To view the definitions, please go to: www.iab.net/dv_metrics_definitions.