For the first time ever, a collective has been created that combines leaders from the broadcast, cable, and distribution industries.
The Video Advertising Bureau (VAB) will replace what was formerly the Cable Advertising Bureau (CAB).
“Our industry is changing rapidly, however one constant is the unquestionable power of television to reach consumers with advertiser messaging,” said Joe Abruzzese, inaugural co-chair of the VAB.
“By broadcasters, cable networks and distributors coming together in this unprecedented way, VAB members will share expertise and insights, put forward original research and push toward a common goal of elevating television’s leadership in driving product sales and brand affinity for clients.”
The VAB has committed itself to representing the visual industry and considering content over distribution.
The bureau currently comprises 110 networks including Time Warner Cable, NBC Universal, and Fox Networks.