The Cable television Advertising Bureau (CAB) which was founded in 1980 has transformed into Video Advertising Bureau (VAB).
VAB consists of 110 broadcast and cable networks and the 11 multichannel video programming distributors (MVPDs) to form a single voice to promote the power of video advertising.
Its main goal is to unite all broadcast and cable networks with MVPDs to raise the bar on research, data and analytics, and expand the market for advertising in professionally produced video content.
Discovery Communications ad sales president and inaugural VAB co-chair Joe Abruzzese said, “Our industry is changing rapidly, however one constant is the unquestionable power of television to reach consumers with advertiser messaging. 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.”
VAB members produce and sell the overwhelming majority of video content, and likewise command the vast majority share of viewer attention.