NEW YORK--(BUSINESS WIRE)--The Interactive Advertising Bureau (IAB) has named digital marketing veteran John Frelinghuysen as the trade group’s newest Publisher-in-Residence to tap into his insider perspective on the digital video advertising landscape. Most recently, Frelinghuysen served as Executive Vice President for Digital Media at Disney/ABC Television, where he led digital product, technology, business development, and strategy for the ABC Network, Disney Channels, and Freeform—leveraging his deep insights into how publishers and brand marketers can navigate fundamental shifts in consumer video viewing behaviors to reach engaged audiences on a variety of screens and platforms, from OTT to mobile devices.
In this new advisory capacity, Frelinghuysen will work with IAB and its Digital Video Center of Excellence to address pressing issues and ensure robust opportunities for advertisers and publishers in the video arena. Today, most digital video advertising relies heavily on TV-centric formats and creative, which risks alienating viewers and slowing growth in ad-supported consumption and inventory. At the same time, promising new digital ad models still lack effective standards, measurement, and scalability. In tandem, there has been a dramatic change in consumer viewing habits, with the majority of U.S. adults (56%) owning a Streaming Enabled TV—a 56 percent rise from just two years ago.
Prior to joining Disney, Frelinghuysen served as Senior Vice President of Strategy for AOL, leading corporate strategy and helping secure major deals with Verizon, NBCU, and Microsoft, among others. Previously, as a senior strategy consultant with Bain & Company and Booz Allen Hamilton (now Strategy&), Frelinghuysen led several key initiatives for IAB, including the launch of Making Measurement Make Sense (3MS), Building Brands Online, and Digital Pricing Benchmarking. Frelinghuysen served from early 2016 until recently as an IAB Board Member.
"John offers a powerful point-of-view as a premium, video-focused publisher at Disney and at AOL, plus years of experience supporting the IAB as a strategy consultant in driving brand advertising and measurement improvement,” said Randall Rothenberg, President and CEO, IAB. “We look forward to benefiting from his keen insights, analytic skills, and ability to rally brand marketers, media buyers, publishers, and other key stakeholders."
“Digital video—with $9.1 billion in U.S. advertising spending in 2016 alone—is perhaps the single greatest opportunity for industry revenue growth, and it is a privilege to team with IAB to spur the medium even further,” said Frelinghuysen. “As both a publisher and strategy consultant, I have been passionate about enhancing the consumer experience and promoting new advertising and measurement models in digital. We need to coalesce around these critical areas in order for video to deliver on its tremendous promise.”
This marks the second time that IAB has invited an industry pioneer to take part in its Publisher-in-Residence program. Peter Naylor, currently Senior Vice President, Advertising Sales, Hulu, and Chairman IAB Digital Video Center of Excellence Board, was the first to serve in this senior advisory role in November 2013.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.