IAB Creates R&D Center for Digital Video
The Interactive Advertising Bureau has launched a new research and development division for digital video.
Called the IAB Digital Video Center of Excellence, the division will focus on producing research projects, digital video advertising case studies, technical standards, creative showcases, and best practices — all toward the goal of driving the growth of the digital video and advertising industries.
The Center will be led by Anna Bager, who has been promoted to the new position of SVP of mobile and video. While continuing to supervise the trade group’s Mobile Marketing Center of Excellence, Bager will also expand her responsibilities to include IAB’s video initiatives, which since 2013 have included the annual Digital Content Newfronts.
Also overseeing the Center: Hulu’s SVP of ad sales Peter Naylor, who’s been appointed the division’s chairman of the board. Naylor has ties to the IAB, having previously served as the group’s overall board chairman.
“Major stars and creative talents are turning to digital video as their new go-to for distributing today’s most engaging programming experiences,” said Randall Rothenberg, president and CEO of the IAB, in a statement. “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.”
In order to ensure the growth of digital video, “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,” added Bager.
The Center will be based in IAB’s headquarters in New York City.Tags: Anna Bager, Hulu, IAB, IAB Digital Video Center of Excellence, Interactive Advertising Bureau, Peter Naylor