Based on its continuing research into how, when and why people consume video content, the IAB is \u201cbuilding a whole commercial innovation program\u201d that will encompass video, audio and other platforms, says Anna Bager, EVP, Industry Initiatives.<\/p>\n

The IAB\u2019s latest research, released this week, shows just how complicated the video marketplace is. Its Video Landscape Report<\/a> report covers programmatic video, addressable TV, connected TV\/OTT, augmented reality, vertical video, live streaming video, eSports, original digital video, six-second ads plus interactive and branded video.<\/p>\n

\u201cWe talked to the marketplace about what sort of ads they want to see that can improve user experience and better connectivity and also better reflect the platforms that we are now viewing content in,\u201d Bager says in this interview with Beet.TV at the IAB Video Symposium<\/a>.<\/p>\n

The Video Landscape Report identifies the key challenges facing marketers and agencies as \u201caudience fragmentation, content discovery, advertising experience, ad fraud and cross-platform measurement.\u201d It\u2019s the fourth iteration of a report that was first issued in October 2016.<\/p>\n

\u201cWe have to start thinking differently about ads,\u201d says Bager<\/a>. \u201cConsumers\u2019 attention spans are much shorter and they\u2019re on a number of different platforms at the same time.\u201d<\/p>\n

Each ad format carries its own complexities. \u201cSix-second ads for example. There are a number of different contexts that they can run in. Interactive formats depends very differently on whether you\u2019re on OTT or if you\u2019re in a mobile environment. Shoppable formats, same thing.\u201d<\/p>\n

One of the IAB\u2019s goals is to find \u201cproof points\u201d from its research and then help to create standardization around the various units.<\/p>\n

The IAB views the research through the lens of how \u201c21st century brands\u201d\u2014also called Direct Brands\u2014can best engage with consumers.<\/p>\n

\u201cWhile traditional TV still dominates ad revenue, digital video, especially mobile video, is the fastest-growing video type by consumption,\u201d states the Video Landscape Report. \u201cAll of these developments and touchpoints have provided more opportunities for 21st century brands and marketers to directly connect and engage with consumers.\u201d<\/p>\n

When taking into account audience receptivity to brand messaging, \u201ceverything probably shouldn\u2019t be ad-based,\u201d says Bager. \u201cI also think that the definition of advertising will change and I think it\u2019s going to become more and more about branded content and content marketing in combination with advertising.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Based on its continuing research into how, when and why people consume video content, the IAB is \u201cbuilding a whole commercial innovation program\u201d that will encompass video, audio and other platforms, says Anna Bager, EVP, Industry Initiatives. The IAB\u2019s latest research, released this week, shows just how complicated the video marketplace is. Its Video Landscape […]<\/p>\n","protected":false},"author":17,"featured_media":52069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7232],"tags":[3167,6091,7239,7243],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52067"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=52067"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52067\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/52069"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=52067"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=52067"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=52067"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}