-->
Save your FREE seat for Streaming Media Connect in February. Register Now!

IAB Creates Center for Online Video Research and Promotion

Article Featured Image

The Interactive Advertising Bureau (IAB), a member organization that evaluates and makes recommendations for online advertising standards, announced today that it has created a branch devoted to promoting and developing online video. Called the IAB Digital Video Center of Excellence, its goals include producing research and online video advertising case studies, evaluating standards, hosting showcases of creative work, and identifying best practices for the expanding medium.

Leading the Center is IAB staffer Anna Bager, now promoted to senior vice president, mobile and video. Bager plans to create "a one-stop shop for thought leadership, innovation, research, and guidance for the digital video industry," the IAB says.

For digital video to progress, online video advertising needs supported standards, in-depth research, and an identification of what works and why, Bager notes.

The Center's board of directors is led by Peter Naylor, senior vice president of advertising sales at Hulu. “The broader ecosystem needs a central organization that will be able to steer the digital video movement on a pathway towards even more expansion, and inspire greater commitment from marketers to both the video medium, as well as cross-screen campaigns," Naylor says.

The Center will operate out of the IAB's offices on East 27th Street in New York city.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Marketers and Agencies Optimistic About Online Video: IAB Study

Over two-thirds say their online video ad budgets will increase in 2015; newfront presentations partially responsible for that rise.

IAB Report Documents How U.S. Television Viewing Is Changing

Viewers are streaming more video than they did a year ago, often using a second screen to get more information about the program.

IAB Study Charts American's Embrace of Online Video

More people are watching original online video, they don't plan their viewing, and they're looking to their social networks for video recommendations.

IAB Releases Original Digital Video Study for Start of NewFronts

Digital Content NewFront season is here, and the IAB presents fresh numbers on why online content creators should feel optimistic.

IAB Releases Updated Video Ad Metric Definitions for Comment

This first update since 2009 is designed to bring the language up-to-date with current online video advertising practices.