Tremor Video's Randy Kilgore, the company's chief revenue officer, was named the new chairman of the Interactive Advertising Bureau's' annual meeting that began in Phoenix on Sunday, and used the occasion to rally support for the Making Measurement Make Sense initiative undertaken by IAB, the 4As and the ANA.
The Denver company say its Real Time Bidding business is growing faster than other ad segments, and requests for bids have increased 596%, over figures from a year ago.
Advertisers that use interactive elements in their pre-roll benefit from higher engagement and completion rates, compared to advertisers who use simpler unadorned pre-roll, says a new report from Innovid. And interactive ads get viewers to hang around longer. In a press release, Zvika Netter, CEO of Innovid, attributed that additional time spent to "adding a native element like interactivity to pre-roll campaigns." The company's new report says interactive campaigns extended the time spent with a 30 second ad by an additional 21.57 seconds, on average.
The IAB fleshed out the schedule for this year's Digital Contents NewFronts, April 29-May 3 in New York. It's the interactive industry's answer to broadcast and cable's upfront presentations.