IAB to Standardise Web Video Metrics

In the US, the Internet Advertising Bureau (IAB) is to develop a standard metric for measuring web video, and says guidelines should be available in a year or less.

Sheryl Draizen, IAB Senior VP and General Manager told US TVWeek Magazine that the IAB is bringing together a team to develop guidelines for counting web video audiences.

In the absence of any current industry standards, networks which are packaging traditional TV spots with online elements are experimenting with different ways of measuring Internet viewers - by streams, episodes or show starts - to help advertisers understand how much they should be spending to reach online viewers.

According to a June research report from Accustream iMedia Research, the online video market is expected to generate $1.31 billion in ad revenue this year - a 39% increase from 2006.

Founded in 1996 and representing more than 300 interactive companies, the New York-based IAB evaluates and recommends standards and practices and educates the advertising industry about interactive advertising. The organisation, which recently agreed to work on updating standards for audience measurement and on marketplace education around the different ways that web traffic can be measured (www.mrweb.com/drno/news6823.htm ), is online at www.iab.net. Accustream is on the web at www.accustreamresearch.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.