For the first time, an association will combine the biggest broadcast networks, cable networks, and distributors to advance the power of video advertising.
Starting today, the Video Advertising Bureau (VAB) will replace the longstanding Cabletelevision Advertising Bureau (CAB). The VAB’s goal in uniting nearly all broadcast and cable networks with MVPDs is to raise the bar on research, data and analytics, and expand the market for advertising in professionally produced video content.
“Our industry is changing rapidly, however one constant is the unquestionable power of television to reach consumers with advertiser messaging,” explains Joe Abruzzese, President, Advertising Sales at Discovery Communications and inaugural Co-Chair of the VAB. “By broadcasters, cable networks and distributors coming together in this unprecedented way, VAB members will share expertise and insights, put forward original research and push toward a common goal of elevating television’s leadership in driving product sales and brand affinity for clients.”
In all, the VAB comprises 110 networks and the 11 largest MVPDs. VAB members produce and sell the overwhelming majority of video content, and likewise command the vast majority share of viewer attention. This attention advantage manifests across all screens – TV, desktop, laptop, tablet and smartphone – totaling 80% (140 hours) of the 175 hours/month Americans devote to the universe of ad-supported TV, Google/YouTube, AOL, MSN, Yahoo and Facebook.