SYS-CON MEDIA Authors: Elizabeth White, Liz McMillan, Pat Romanski, Esmeralda Swartz, Kevin Jackson

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Digital Video Rising Stars Added to IAB Standard Ad Portfolio, Augmenting Sight, Sound & Motion with Interactivity at Scale

With the Digital Video Rising Stars ad formats having been introduced at last year’s IAB Annual Leadership Meeting, the Interactive Advertising Bureau (IAB) today announced the addition of the five innovative formats into the official IAB Standard Ad Portfolio. The news was released at this year’s IAB Annual Leadership Meeting in Palm Desert, CA, along with a summarized view of in-market data, which is reflective of billions of impressions, hundreds of thousands of respondents, and hundreds of campaigns – collectively demonstrating that interactive digital video ad units are remarkably effective in engaging consumers. In particular, the data shows that these types of next-generation in-stream video formats deliver more than double the purchase intent (225%) in comparison to non-interactive video units.

Other findings reinforce interactive digital video’s superiority over typical, non-interactive video formats:

  • Interaction rates are three to four times higher than click-through rates
  • Brand awareness is heightened by more than half (51%)
  • Message association rises by nearly a third (31%)
  • Completion rates increase by up to 5 percentage points

“It is exciting to see these digital video units join their mobile and display Rising Stars brethren as part of the IAB Standard Ad Portfolio,” said Peter Minnium, Head of Brand Initiatives, IAB. “Moreover, with these kinds of stats in hand, it is no surprise that major brands have already been embracing the Digital Video Rising Stars – and now that they are included in the official portfolio, we expect to see them take an even more central role in propelling the digital video advertising movement forward.”

Digital Video Rising Stars have already been used by 21 of the 25 leading U.S. brand advertisers including AT&T, Budweiser, Chevrolet, Citi, Ford, Geico, Home Depot, Honda, JCPenney, L’Oréal Paris, Macy’s, McDonald’s, Microsoft, Nissan, Samsung, Sprint, Subway, Target, Toyota, T-Mobile and Verizon.

“The Digital Video Rising Stars units deliver the type of great canvasses that top brands are demanding,” said Zak Treuhaft, Chief Digital Officer, Grey. “Sight, sound and motion are terrific, but when you add interactivity into the mix, you really open up the opportunity for engagement and exploration.”

For more information on the Digital Video Rising Stars and an overview of the in-market data, please go to iab.net/digitalvideorisingstars.

Methodology

The IAB analyzed and anonymized proprietary data from sources ranging from ad networks to ad servers to rich media providers to ad effectiveness research vendors to show benchmarks across billions of ad impressions, hundreds of campaigns, hundreds of thousands of respondents over several recent years. DoubleClick, Innovid, Sizmek, Microsoft, Mixpo, PointRoll, Tremor Video, TubeMogul, and YuMe assisted in this analysis.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 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.net.

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