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.
About the IAB’s Digital Video Committee:
The Digital Video Committee of the IAB is comprised of 145 member companies actively engaged in the creation and execution of digital video advertising. One of the goals of the committee is to implement a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. The committee works to educate marketers and agencies on the strength of digital video as a marketing vehicle.
About the IAB:
Founded in 1996, the Interactive Advertising Bureau ( www.iab.net) represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.
Contact:
IAB Media:
Marla Nitke, 212-380-4714
Director,
Marketing Communications
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