IAB US: Digital Video Advertising Effectiveness
Digital video advertising is one of the fastest growing segments of interactive advertising according to the October 2008 IAB Internet Advertising Revenue Report. However, marketers are still learning how to use the medium most effectively. The IAB prepared a case study to examine what combinations of lengths and placements of digital video advertising are most effective.
The IAB commissioned Millward Brown and Dynamic Logic to undertake this groundbreaking research. This project examined a holiday campaign from a major national retailer, and serves as a case study on digital video ad effectiveness.
The IAB hopes this case study inspires more research to foster best practices in the area of digital video creative and placement.