Sky, IAB online ad research

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 usersí opinions of video ads. The research kicks off this week across all Skyís online properties.

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