In mid-July, industry leaders convened at The IAB Video Leadership Summit in Asbury Park, New Jersey. The event focused on shaping the future of video advertising, with an emphasis on connected TV (CTV), digital video, and setting the industry agenda for 2025. This summit wasn’t just about presentations; it was an active dialogue, empowering both the Buy and Sell sides to advocate for their needs and tackle upcoming challenges head-on. Here are the key insights from those discussions:
- Shift to Business Outcomes: The advertising industry is increasingly prioritizing business outcomes, such as sales and leads, over traditional metrics like reach and frequency. This shift is driven by the need for more meaningful success indicators in digital video advertising, as highlighted in the 2024 IAB Digital Video Ad Spend & Strategy Report.
- Challenges in Measurement: Achieving consistent cross-channel measurement is becoming more difficult due to data fragmentation, privacy regulations, and data silos. The industry is turning to AI, closed loop attribution, standardized creative IDs, and alternative currencies to address these challenges.
- Balancing Standardization and Innovation: While standardizing metrics can help overcome measurement challenges, there is also a need to foster creative and format innovation within the video ad Additionally, the user-experience still needs to be central to both standards and innovation decisions. It is essential for video ads to enhance, rather than interrupt, the viewing experience.
In response to the Video Leadership Summit, the IAB has released its updated 2025 Video Product Roadmap, to continue fostering the industry’s evolution. The following initiatives will be the focus for 2025:
- CTV Creative Ad ID & Frequency Management
- Outcome data GAP in CTV: CAPI data share with publishers
- Programmatic CTV Standards for Ad Performance
- Unified media plans that integrate online video, CTV, OTT, and FAST
- Ad formats video classifications (ie: CTV Interactive Ads)
- The role of shoppable and interactive ads in driving video through the entire marketing funnel
- Privacy Policy and Legal Video Updates
Harmelin, as a member of the IAB Video Board, will continue to take a front row seat in supporting these initiatives and be a voice for national and regional solutions in video standards and measurement.
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