US

Madison Avenue Does Not Fully Understand Value Of Online Video: IAB's Steve Sullivan

Despite the expectation and excitement about television advertising budgets moving to digital, there is a major disconnect between brands and their agencies and the publishers around the value of the media, says Steve Sullivan of the Interactive Advertising Bureau, in this interview with Beet.TV.

Sullivan, who holds the title of VP, Digital Supply Chain Solutions, heads the group’s video standards initiative.

While video ad standards are in place for Web-based videos, the metrics and reporting are not yet adequate, he says.  He says that new devices, notably the Apple iOS, present new challenges in defining the value of advertising on these platforms.

The problems with adequate reporting around online video advertising will be addressed in the Beet.TV Video Strategy Summit which will be Webcast tomorrow at noon EDT.

 

UPDATE: The IAB released its study of online advertising this afternoon. Here is the press release.

You can also find this post up at Beet.TV.

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