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IAB launches Video Advertising Council to push awareness

IABThe Interactive Advertising Bureau (IAB)has launched a Video Advertising Council (VAC) in an effort to push industry debate and discussion around the video offerings and products in the industry, Mumbrella can reveal.

The VAC’s founding members include Adaptv, Foxtel, Google, MCM, MCN, VENA, SpotXchange, SBS, TEN, Tubemogul, TVN Videology, and Yahoo!7, with more organisations expected to join in the coming months, and is part of an attempt by the IAB to broaden its membership beyond the traditional major publishers.

IAB Australia CEO Alice Manners said video was one of the fastest growing areas of digital advertising and the group was needed to help drive discussions in the video ad space.

“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,” said Manners.

The VAC will also work closely with the Brand Safety Council which, as Mumbrella revealed earlier this month, was created to address the issue of ad fraud in digital after multiple instances of the practice were exposed.

The initial areas of focus for the VAC will include reviewing technical specifications and guidelines; providing market guidance for viewable impressions for video ad units and audience and campaign measurement across screens for video content.

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.”

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.

Nic Christensen

Back row (including the two resting 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)

Back row (including the two resting 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)

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