As part of our continuing efforts to support and lead the digital video marketplace, The IAB’s Digital Video Center of Excellence is pleased to announce the formation of an Advanced TV Committee. Building upon the great work of our Advanced TV advisory board, the IAB has deemed it necessary to expand the scope of the group and open up opportunities to participate to all IAB members. For over a year, a small advisory board has been working on identifying industry initiatives related to the evolving television ecosystem. Their key outputs includes the IAB Advanced TV Industry Primer which aims to provide a grounding for both buyers and sellers in what Advanced TV is, why the evolution from linear to Advanced TV is good for everyone, who the players are in the space, and specific opportunities and challenges and, most recently, the Advanced TV Ad Buyer Perceptions.
“One in 3 US adults now owns a connected TV and one-third of them stream video to their TV daily. In addition, three-quarters of connected TV/device owners (and roughly half of computer, tablet or smartphone owners) report streaming online video at least once a month.” (The Changing TV Experience: Attitudes and Usage Across Multiple Screens, IAB Research, March 2015).
This announcement reflects the current marketplace excitement as well as the strategic importance for industry advertisers and publishers. The Advisory Group’s mission statement, like the new Committee’s, has been to help enable the application of data, targeting, measurement, interactivity, and engagement in the burgeoning Advanced TV industry, regardless of delivery technology. This mission continues to excite the interest of new and incumbent members and the IAB looks forward to their next projects.
The first Advanced TV Committee meeting is being slated for November and members who would like to join this new committee should email [email protected].
