Research among more than 500 executives, 70% of whom work for ad agencies with primary responsibility in the media buying, planning and supervisory categories, found that 79% agreed that the change was necessary in order to “distinguish between offline and online advertising and clearly define the evolving medium.”
The slow economy and low broadband uptake have meant that advertisers have been reluctant to exploit the opportunities offered by streaming media. It has also proved difficult to demonstrate the effectiveness of streaming ads when there is little data to back it up.
However, the IAB has faith in the power of the technology and is hoping to raise the profile of interactive broadcast advertising at the Streaming Media East show now taking place in New York. “Our intent is to take the category out of the back room and make it a mainstream option for advertisers as well as publishers,” said IAB President & CEO, Greg Stuart.
