Sky and IAB launch online video ad effectiveness study

Sky and the Internet Advertising Bureau (IAB) have launched a major research study into the effectiveness of online video advertising.

The study will test a range of advertising formats, including pre- and post-roll, companion ads, in-stream overlays and branded video player skins and may also extend to include interactivity.

The research aims to identify the effectiveness of the different formats, when used separately and in combination with others and gauge users’ opinions of video ads.

The research kicks off this week across all Sky’s online properties, including non Sky-branded sites such as

Sky hopes to test 10 campaigns in total and has already signed up six unnamed brands to take part in the study.

It is hoped the research will be released by the end of the year in order to provide up-to-date findings for advertisers.

Giles Ivey, sales director for Sky Digital Media, said, “Lots of people speculate about video advertising but there’s not a lot of substantial research out there, so we decided to work with the IAB to do something about it.”

Sorcha Proctor, IAB senior insights manager, said, “We are hoping to find out the effectiveness of each of the formats and how they work in different ways with other formats.”

“Some of these formats are very new and we want to prove their effectiveness and show there’s more to online video advertising than pre- and post-rolls,” she added.

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