IAB Launches Digital Video Center of Excellence to Fuel Growth of Marketing That Leverages Sight, Sound & Motion on Interactive Screens

Anna Bager Promoted to Senior Vice President, Mobile & Video, to Lead Unit

Hulu’s Peter Naylor Named Chairman of the Center’s Board of Directors

NEW YORK — (BUSINESS WIRE) — November 5, 2014 — The Interactive Advertising Bureau ( IAB) today announced the launch of the IAB Digital Video Center of Excellence, a new unit of IAB devoted to promoting the development of the digital video medium. It will produce research projects, digital video advertising case studies, technical standards, creative showcases, and best practice identification in the burgeoning arena of digital video, which is driven by a dynamic mix of top television brands, leading print publishers, digital pioneers, and innovative web and mobile start-ups. The launch of the Video Center comes at a critical time with digital video already sparking increased spending from marketers and media buyers, who flock to the annual Digital Content NewFronts marketplace, pushing the medium to double-digit year-over-year growth according to the latest IAB Internet Advertising Revenue Report.

“Audiences are increasingly embracing digital video – especially original content that is bringing more and more viewers to interactive screens,” said Randall Rothenberg, President and CEO, IAB. “Major stars and creative talents are turning to digital video as their new go-to for distributing today’s most engaging programming experiences. The opportunity for marketers is tremendous, and it is imperative that we address key issues and challenges in order to fulfill digital video’s long-term promise of delivering powerful brand advertising at scale.”

The Center will be led by Anna Bager, who has been promoted to the new position of Senior Vice President, Mobile and Video, bringing together two of the digital media and marketing industries’ most significant growth platforms under her leadership. While continuing to supervise the IAB Mobile Marketing Center of Excellence, Bager will expand her focus to tie together various IAB video activities – including Advanced TV and the Digital Content NewFronts – providing a one-stop shop for thought leadership, innovation, research, and guidance for the digital video industry.

Peter Naylor, Senior Vice President of Advertising Sales at Hulu, has been selected to head the Digital Video Center of Excellence Board of Directors, leading the organization’s inaugural agenda. Previously, Naylor served as the Chairman of the IAB Board of Directors.

“Digital video is only in its infancy, and yet the combination of sight, sound, and motion has already taken the interactive marketplace by storm,” said Naylor. “The broader ecosystem needs a central organization that will be able to steer the digital video movement on a pathway towards even more expansion, and inspire greater commitment from marketers to both the video medium, as well as cross-screen campaigns.”

“Recent IAB research shows that viewers of original digital programming prefer that type of content to news, sports, and daytime programming on television – and like it almost as much as they do primetime TV,” said Bager. “This is a testament to the inventive storytelling, star power, and artistry that are the hallmarks of today’s original digital video landscape. Brands recognize that digital video has the power to not only connect with people, but truly move them as well. This bodes well for digital video becoming a critical part of the interactive marketing mix. However, in order to ensure its future, we need to coalesce around standards, conduct in-depth research, and examine what works and why in digital video advertising – all of which are part of the plan for the Video Center.”

The Digital Video Center of Excellence will be based in the IAB’s New York headquarters at 116 East 27 Street. For more information or to learn how to become a member, please email digitalvideocenter@iab.net.

About the IAB

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. The organization is committed to professional development, elevating the knowledge, skills, and expertise of individuals across the digital marketing industry. The IAB also educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Founded in 1996, the IAB is headquartered in New York City.


IAB Media Contact
Laura Goldberg, 347-683-1859
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