The IAB’s overall mission for the video industry is to educate the market to drive increase in adoption through proving the effectiveness of video as a brand medium. To do this the Video Steering Group aims to:
- Prove the effectiveness of video as brand medium, and promote creativity
- Educate the industry on the benefits of using video through industry research, thought pieces, handbooks, and events
- Develop standards and guidelines to facilitate trade
There are 16 companies that have supported the launch of Video Steering Group including: Amplify, Barclays, Brightcove, Google, InSkin Media, MediaCom, OMD, Starcom MediavestSpark, Teads, Total Media, Twitter, Unruly, Videology, Yahoo, YuMe, and Zenith. The steering group will meet every 6 weeks to set the objectives and agenda for the IAB’s video efforts.
The IAB's Mobile and Video Manager, Mike Reynolds at the IAB said “Video has seen huge growth over the last couple of years and it feels like the right time to for us to put some real energy and resource behind growing the market. We’ve got lots of projects planned which I’m really excited about working on, and what I’m looking forward to most is having the support of some of the leading companies in the video space. You can expect industry research, events, educational videos, and handbooks, all with educating the industry at the heart of them."
If you’re interested in joining the Video Steering Group, get in contact with Mike Reynolds, firstname.lastname@example.org.