IAB Calls on Agencies, Marketers & Publishers to Encourage Larger Ad Buys in Video Across Multiple Screens
NEW YORK, NY (April 10, 2012) — With consumers increasingly captivated by digital video programming, the Interactive Advertising Bureau (IAB) is kicking off a Rising Stars competition today devoted to digital video. As with the two preceding IAB Rising Stars contests for display and mobile ads, the Digital Video Rising Stars competition is designed to foster digital advertising creativity and to boost larger ad spends across multiple screens. The announcement was made at the IAB Digital Video Marketplace “Content…Without Borders,” held at the Crowne Plaza Hotel Times Square in New York City.
“We call on the entire ecosystem to do for digital video ad formats what we have done for display and mobile advertising through the Rising Stars program,” said Randall Rothenberg, President and CEO, IAB. “With these new formats, we will be creating advertising experiences in digital video that are as good or better than traditional broadcast.”
“As digital video becomes even more popular, there is an incredible need for standards, as well as inventive solutions that encourage brand marketers and creatives to take advantage of this exploding medium,” said Niklas Lindstrom, Senior Vice President, Head of Interactive Production, BBDO.
“I’m excited to work with our industry’s leaders to establish the form of advertising that will replace the classic thirty-second commercial,” said Peter Minnium, Head of Brand Initiatives, IAB. “It’s an honor to shepherd in the new wave of Rising Stars.”
The IAB is calling on companies and individuals to submit digital video ad units to a selection process led by a cross-disciplinary group that includes agency creative directors, media executives, and ad operations specialists. The group will judge the ad units for their potential to drive brand equity at scale. The submissions will be evaluated on the following criteria:
- User Experience – How well does the ad format positively impact user experience?
- Branding – How well does the ad format provide a canvas for brand creativity?
- Functionality – How does the ad format take advantage of digital video user behaviors and technologies?
- Integration – How does the ad format enhance the relationship between the ad and publisher content?
- Adoption – How easily could the ad format be adopted across the digital video ecosystem?
Submissions for the new digital video Rising Stars ad units will be accepted until June 30. At the turn of the year, a set of Digital Video Rising Stars ad units will be selected and subsequently tested in market. After the testing and evaluation, the Rising Stars will have the chance to be adopted as part of the IAB Standard Ad Unit Portfolio, the definitive set of advertising standards for the digital industry.
To learn more and submit to the Rising Stars competition, go to: iab.com/digitalvideorisingstars.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.com.
IAB Media Contact
Laura Goldberg
347.683.1859
[email protected]