Consider this a must-download for anyone working on online video advertising.
The Interactive Advertising Bureau (IAB) today released its first-ever Guide to Digital Video Advertising, an incredibly instructive PDF and website for marketers of all levels and experience. In a nod to the fast-pace changes facing the industry, the IAB plans to update the Guide ever six months.
This first Guide is 116 pages, and includes helpful overviews on the video advertising landscape, types of video technology, and viewer measurement. Naturally, there are sections on mobile advertising, programmatic sales, and addressable TV. The Guide wraps up with a look at challenges currently facing the industry, such as fragmentation, latency, measurement, and ad blocking.
“Digital video has seen skyrocketing growth—driving $9.1 billion in U.S. advertising spending in 2016 alone, a 53 percent year-over-year rise from $5.9 billion in 2015. IAB and the members of the Video Center’s board recognize that easy-to-access information and education is critical to promoting the continued evolution and growth of digital video,” notes Anna Bager, senior vice president and general manager for mobile and video at the IAB. “This guide will serve as a one-stop-shop for insights that will help brands, agencies, publishers, and other stakeholders navigate the complicated video landscape to better tap into its strong benefits and highly engaged audience.”
Unsure how VAST differs from VPAID? The Guide has a section on that. Not clear on the need for a multi-platform campaign or how to measure viewers across screens? The Guide has it covered. It even helps marketers migrate from Flash to HTML5.
“The Guide to Digital Video Advertising reminds us that the path to a higher-quality user experience starts with education, ensuring everyone in the industry understands the landscape, the processes, and roles of both buyers and sellers involved in delivering video advertising and content to the consumer,” writes Dan Brackett, CTO for Extreme Reach, and Jarred Wilichinsky, vice president for video monetization and operations at CBS Interactive, in a blog post.
The IAB’s Digital Video Committee created the Guide with input from 27 member companies. It’s a free download (no registration required) and a fantastic roadmap to the industry as it stands today.