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New metrics for online video ads; IAB broadband guidelines will help to standardize video ad measurements.(Interactive Advertising Bureau)
B to B, June, 2006 by Maddox, Kate
Byline: KATE MADDOX
As online video advertising becomes more widespread, marketers and industry organizations are defining which metrics to use to measure the effectiveness of the new medium.
Last month, the Interactive Advertising Bureau released broadband video commercial measurement guidelines at the IAB Leadership Forum in New York.
The guidelines were developed by the IAB's broadband committee and measurement task force, and are designed to help standardize online video ad measurement.
A "broadband video commercial'' is defined as a commercial that may appear before, during and after various content, including streaming video, animation, gaming and music video content in a player environment.
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