• by Wayne Friedman , Staff Writer, Yesterday

All video is not the same -- especially when it comes to how and where you watch it. So should measurement reflect that?

The Interactive Advertising Bureau (IAB) believes the industry needs to drill down to the obvious, especially when it comes to different devices, video content and setting: A big living-room screen at night watching a major theatrical movie being available is different from watching a YouTube Short in your doctor’s office waiting room.

This is different from watching content in a more passive setting like the Super Bowl in the afternoon among friends, or having your buddy showing you an Instagram video of him working out in the gym.

The IAB says the bottom line is that “digital video has a language problem." That is because all types of digital video platforms -- including mobile -- reference themselves as ‘CTV’, which is still the cool new kid on the block.

The IAB says new measurement standards are in need of a reset, which should factor in some complicated video-consumption specifics such as the quality of the sound, whether there is a "skip-enabled" function and the type of ad formats that exist on that platform.

The IAB believes this will help marketers and brands figure out how to best a lot more of their media budgets. It believes all this will offer stable standards for all video formats.

This comes as marketers and brands keep boosting media budgets to connected TV(CTV) premium streaming platforms -- while at the same time they have more questions.

A recent survey from Jamloop, a performance TV platform, said 62% of 120 media executives express some level of skepticism about CTV results. Continuing to drill down into this, only 42% say CTV is currently held to the same accountability standards as search and social.

So while digital media may need to pull back from association to CTV -- which delivers “premium” video content -- other digital media, search and social media still have stronger performance results for brands.

This is all to say that any video-measurement standard needs to factor in many more complex attributes. Can they find clearer metrics for use for advertising buying and selling executives?