This week, the Interactive Advertising Bureau (IAB) launched its IAB Arena: Understanding the Digital Advertising Ecosystem with an interactive video powered by Rapt Media. See it here.
The IAB Arena: What is it?
The digital advertising ecosystem can be extremely complicated with new technologies and companies appearing every few months. However, it’s important for professionals and students of all levels to be able to comprehend and discuss digital advertising to excel in their jobs –whether it’s creating, distributing, selling, or measuring digital advertising.
This is the goal of the IAB Arena’s simple, six-ring illustration – to show how advertising messages are delivered to consumers in the vibrant and ever-expanding market. And, with the added interactive video powered by Rapt Media, viewers can go even further.
Interactive video: Personalizing the journey
The IAB teamed up with Rapt Media to tap the power of our interactive video platform with the goal of making the experience clean and simple, while also allowing those who are looking for more detail to dig deeper.
The IAB wanted to create a video that explained the Arena in detail, but Peter Minnium, creator of the Arena and IAB’s head of digital brand initiatives, and Jason Gluskin, IAB’s senior marketing consultant, realized that watching a linear video end-to-end was long and cumbersome.
“When I was introduced to Rapt Media’s nonlinear interactive video technology, I immediately saw it as an excellent way to bring the content to life, allowing users to navigate the rings at their own pace in the order they choose,” Gluskin explained.
The ultimate goal for this project was for anyone at any level of the industry to be able to easily grasp the concepts and choose to go into the level of explanation that they find most relevant to them and their level of knowledge and experience. Given this, the ability to present information efficiently and interactively was critical. Traditional linear video, which Minnium’s team experimented with, failed to meet this goal.
Why Rapt Media?
This is yet another example of how companies are turning to Rapt Media’s interactive video platform to engage with customers in meaningful, personalized ways while also gaining valuable insight about viewers as they click through the videos. As businesses are expected to spend nearly $13 billion on video marketing by 2018, Rapt Media’s platform is the future of video.
IAB’s Digital Simplified series
The IAB Arena is part of the IAB Digital Simplified series which launched in 2013. The program explains the complex subjects of digital advertising in a way that is easy to understand, using videos and PDFs. This helps the current and next generation of marketers and technologists understand the importance of interactive advertising in the changing media landscape. As the way we consume content moves increasingly online, an inherently interactive medium, interactive solutions such as the IAB Arena interactive video will become not only necessary, but expected.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. The organization is committed to professional development, elevating the knowledge, skills, and expertise of individuals across the digital marketing industry. The IAB also educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Founded in 1996, the IAB is headquartered in New York City. See more here.
Learn and interact with the IAB Digital Advertising Arena to see Rapt Media’s interactive video platform in action.