Digital Video Advertising grew by 72 percent between 2012 and 2013
IAB Australia has launched its Video Advertising Council, drawing members from organisations representing a range of offerings and products in the digital advertising industry. In keeping with the IAB’s “Big Tent” principle the members include publishers, networks and agencies to ensure that all key issues and challenges faced by the industry are addressed. Launch members include Adaptv, Foxtel, Google, MCM, MCN, VENA, SpotXchange, SBS, TEN, TubeMogul, TVN Videology, and Yahoo!7, with more organizations expected to join in the coming months.
Digital video advertising represented 15 percent of the display market in the December 2013 quarter, a 72 percent growth from the December 2012 quarter according to the PwC Online Advertising Expenditure Report. In the US, digital video advertising represented 22 percent of digital display in the December 2013 quarter.
IAB Australia CEO, Alice Manners commented: “The potential growth of the digital video market in Australia is indisputable and the Video Advertising Council will be actively focusing on making video ad trading easier and more effective.”
The initial areas of focus for the Video Advertising Council include:
- Providing the market with case studies and research studies reviewing the ROI of video advertising;
- Reviewing current technical specifications, standards and guidelines;
- Providing market guidance for viewable impressions for video ad units;
- Audience and campaign measurement across screens for video content
In addition the Video Advertising Council will address the issue of video advertising fraud and will coordinate with the IAB Brand Safety Council that will formally launch in the coming months.
IAB’s Director of Research, Gai Le Roy, said “We are very excited about the formation of new IAB Councils that leverage the skills and experience of the entire digital advertising industry to address the most current issues facing our industry today.”
IAB US recently released a study which found the vast majority of brand marketers and advertising agency executives expect original digital video programming to become as important to their businesses as television advertising within the next three to five years. The study also found that nearly two-thirds of advertisers (65%) anticipate that they will spend more on digital video advertising in 2014 than they did in 2013.
Digital Video Advertising growth is being spurred on by many factors, including: Cross-screen campaign uptake, increase in mobile video inventory, embracement of video advertising as a branding platform and development of more sophisticated programmatic options. The surge in video consumption has heightened the need for advertisers to find ways to address both audience and device fragmentation.
IAB Australia Video Council 2014 Members
Back row (including the two sitting on lounge arms): Cora Spear (Yahoo!7), Ian Swindells (Network Ten), Alice Manners and Gai Le Roy (IAB Australia), Anis Fanaeian (VeNA TV) and Matt Von der Muhll (SpotXchange)
Middle row: Nick Young (MCN), Suzie Cardwell (Foxtel), Oliver Grundy (Google) and Sarah Wyse (Videology)
Front row: Peter Ostick (TVN) and Mitch Waters (Adap.TV)
Missing: Sam Smith (TubeMogul), Caroline Bartle (SBS) and Chris Derrick (MCM Media)
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
IAB Australia’s board includes representatives of Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, Telstra Media Group, TressCox Lawyers and Yahoo!7. It has four objectives:
- To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
- To deliver the benefits of ad funded interactive experiences to Australians
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press
For further information about IAB Australia please visit: www.iabaustralia.com.au