Changing the landscape

Break Media has announced plans to launch an industry group for promoting the efficacy of online video advertising.

The coalition shall include agencies, technology providers and online video companies. The Online Video Advertising ROI Council will also contribute research and education on video advertising.

Ogilvy One, truTV, AT&T, the National Geographic Channel, AT&T, and Initiative Media will serve as charter members alongside Break Media, among myriad others.

The group will gather quarterly to compile and discuss research on engagement and effectiveness for video ads in different iterations and niches.

Recent campaign studies by Podtrac and TNS found ad recall rates for online video double those of TV advertising: 21 percent to television's 10 percent. US internet users watched more than 10 billion online videos in February, up three percent from January, according to comScore Video Metrix.