Posts for 'IAB'

The Interactive Advertising Bureau (IAB) will be presenting the final session of the June 25th VideoNuze Online Video Advertising Summit in NYC. The session title is "Viewability: Addressing the Elephant in the Room."

As the title implies, if there is one major hiccup in the rapid growth of online video advertising, it's that a significant percentage of online video ads are either not immediately viewable by audiences, are fraudulent or are both. Over the past year, the topic has gained a lot of attention, creating a widening credibility gap for the industry.

However, a ton of work has been done to remedy this and in this session, you can expect a deep-dive discussion of specific initiatives, 3MS, the roles of all players in the ecosystem and what comes next. The timing is perfect since the "gating period" for the new video viewability standard will lift on June 30th.

We're very fortunate to have as panelists David Gunzerath, SVP and Associate Director of the Media Rating Council, which has been a leader in solving the viewability challenge, Tal Chalozin, CTO and co-founder of Innovid, one of the first 5 companies to participate in OpenVideoView ("OpenVV"), created to open source video viewability measurement, and Julian Zilberbrand, EVP at Zenith Optimedia, who has been deeply involved in moving viewability forward. We'll likely have one more panelist, and Matt Prohaska from Prohaska Consulting will be the session moderator.

The IAB has had a leadership role on this critical industry issue, and worked closely with other leading industry organizations. I'm thrilled they've chosen to collaborate and present this timely session at the Video Ad Summit, adding to a jam-packed program covering the hottest industry topics. IAB members receive a $100 savings on registration using the Media Partner ticket type and code IAB14.

Learn more and register now!

The traditional narrative around online/over-the-top video is that it will incent cord-cutting and cord-nevering. But now, in a twist, instead of a looming battle between OTT and pay-TV, it could well be that we're on the brink of a new era of cooperation between the two, which could have profound implications for everyone in the video ecosystem.

Stepping back for a moment, pay-TV operators have always been in the business of improving the delivery of available video and packaging it into bundles. Initially operators distributed broadcast channels and then in the 70's and 80's, with the advent of satellite delivery, operators began bundling "cable" channels as well (e.g. ESPN, MTV, CNN, USA, etc.).

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In a significant sign of how quickly the market has evolved, the IAB released new research with GfK showing that regular monthly online video viewers prefer online originals to TV news, sports and daytime programming. In addition, online originals are enjoyed almost as much as primetime TV programming. The chart below shows the data - it is a little difficult to understand, but the conclusions are clearly articulated.

The data was presented at the IAB's NewFronts Insights lunch yesterday, which I attended. The lunch included 5 research presentations from BrightLine, Tremor Video, Unruly, Visible Measure and YuMe.

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As the Digital Content NewFronts gear up this week, IAB has released a study of agency and brand buyers, which, among other things, finds that interest in TV and online video advertising is now basically at parity. When asked how they would allocate their ad spending for their most important product/service, respondents' preference was 51% for TV and 49% for video. As shown in the below chart that compares with 58%-42% in 2012.

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The IAB has released its Internet advertising report (based on an industry survey conducted by PwC) for the first months of 2013, revealing a 17.8% increase in total online advertising to $20.7 billion in 1st half 2013. Online video's share was $1.3 billion, up 30% from the $1B it totaled in 1st half 2012.

The 30% growth was the highest of all categories of online advertising except mobile, which grew to $3 billion in 1st half 2013, up a blistering 145% from the 1st half of '12 and almost 4x from the $636 million it generated in 1st half of '11.

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Video ad tech providers FreeWheel and Mixpo have collaborated with Discovery Communications to deliver the first VPAID 2.0-enabled video ad campaign across desktop and mobile. The interactive in-stream ads are running on Discovery's Animal Planet online and mobile properties.

VPAID 2.0 is an IAB standard that defines a common interface between video players and ad units, enabling in-stream interactivity. It obviates the need for advertisers to create custom code in order for an interactive campaign to work across multiple video players. As a result, interactive campaigns can be deployed across desktop and mobile far quicker and more cost-effectively, while using common ad serving/decisioning. (Mixpo created a short video explaining all this). 

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At yesterday's IAB Digital Video conference, 10 industry executives (see list at bottom of this page), debated how best to define "premium video." It's not an academic question, because for many brands and agencies, the concept of "premium" determines whether the video will qualify for ad spending at all. And of course, the more "premium" the video is, the higher the pricing its ad inventory will command, which in turn drives the video's profitability. At a time when more original online video is being produced than ever (much of it deficit-financed), understanding in advance what is premium - and therefore monetizable - is critical to achieving success.

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