... “I estimate that well over 90% of digital video advertising is linear and non-interactive and that’s a huge problem because it’s just repurposed TV advertising.
“When we reach a glut of digital video advertising inventory we will see a price decline because there will be no value differentiation, so we need to establish right now the fact that when you see a digital video ad on a laptop, phone or tablet that you should be able to do more with it.”
There’s reason to be hopeful that interactivity could become more widespread in video. The IAB has already seen at least 50 submissions for its Rising Stars video competition from technology vendors for digital video ad formats that include interactive features.
That’s a large amount of entries given the number of vendors playing in this area. The purpose of the Rising Stars effort is to foster creativity and help publishers and vendors more broadly adopt next-generation ad formats. The call for submissions closed yesterday [31 July].
In the early fall, the IAB will work with around 36 agencies to filter the selections to the best three to six interactive formats.
The winners will be announced late this year or early in 2013 and rollout should begin in the second quarter. Minnium said he’d like to see about 50% of digital video ads include interactivity within about two years.
Read the original unabridged article here.