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IAB Unveils “An Interactive Television Advertising Overview”

Latest in Series that Charts Growth and Innovation in Emerging Advertising Technologies

CARLSBAD, CA (February 22, 2010) –Today, the Interactive Advertising Bureau (IAB) announced the release of “An Interactive Television Advertising Overview,” the latest in its series of comprehensive Platform Status Reports aimed at educating marketers, agencies and publishers on the state of interactive advertising platforms. The announcement was made during its Annual Leadership Meeting, Ecosystem 2.0: Revenue the Next Wave, in Carlsbad, California, where leaders across the digital media landscape have converged to address the most critical issues facing the industry.

“An Interactive Television Advertising Overview” provides:

An overview of the U.S. interactive television market, including audience segments  and specific advertising options for reaching those consumers
Key definitions and nomenclature used in interactive television and specific campaign metrics
Case studies that highlight the available interactive television advertising products
An overview of the different providers of interactive television advertising and their respective capabilities
An explanation of key technological and strategic challenges facing interactive television
“Interactive television turns passive TV-watching into yet another engaging digital media experience that marketers can make a part of their advertising mix,” said Randall Rothenberg, President and CEO of the IAB.

“ITV brings the power of digital media to the home screen, transforming consumers’ TV advertising experience,” said Sherrill Mane, SVP, Industry Services, IAB. “The IAB produced the report to bring the marketplace a comprehensive yet concise picture of the opportunities currently available to advertisers.”

“Interactive television advertising offers brands a unique and highly personal way to interact with consumers,” said Chris Falkner, Vice President, Advanced Advertising Technology and Operations, NBC Universal, and a Co-Chair of the IAB’s Interactive Television Committee. “This report will provide a better understanding of the huge potential of this evolving advertising platform.”

Interactive advertising is constantly evolving. In order to educate the industry, the IAB provides information and education on emerging interactive platforms in the form of overviews that are available at

About the IAB’s Interactive Television Committee
The Interactive Television Committee was formed in March of 2009. The goal of the Interactive Television Committee is to implement a comprehensive set of measurement and creative guidelines for interactive television advertising, as well as educate the marketplace on its strengths. The Committee has defined interactive television as interactive advertising occurring inside a television environment.

The committee consists of various players in the interactive television ecosystem and will continue to grow as more interested parties become members of the Interactive Advertising Bureau.

A full list of committee member companies can be found at

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who 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 Media Contact
Marla Aaron
Director, Marketing Communications

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