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The Interactive Advertising Bureau has launched a division focused on research and development of digital video, with the trade group naming Hulu SVP of ad sales Peter Naylor as chairman of the new Digital Video Center of Excellence.

IAB’s Digital Video Center of Excellence will produce research projects, digital-video advertising case studies, technical standards, creative showcases and best-practice guidelines. New research projects from the unit are to include studies on video and advanced-TV buyer perceptions and ad spending; TV/digital video share shifts; and video ad-frequency capping.

“Digital video is only in its infancy, and yet the combination of sight, sound and motion has already taken the interactive marketplace by storm,” said Naylor, who previously served as chairman of the IAB board of directors. “The broader ecosystem needs a central organization that will be able to steer the digital-video movement on a pathway towards even more expansion, and inspire greater commitment from marketers to both the video medium, as well as cross-screen campaigns.”

Naylor joined Hulu in February 2014, after previously heading NBCUniversal’s digital sales.

The Digital Video Center of Excellence will be led by Anna Bager, previously head of of the IAB’s mobile research division, who has been promoted to SVP of mobile and video. She will continue to oversee the IAB Mobile Marketing Center of Excellence, while also focusing on the broader advanced TV and digital video landscape.

For the sector to grow, “we need to coalesce around standards, conduct in-depth research, and examine what works and why in digital-video advertising — all of which are part of the plan for the Video Center,” Bager said.

IAB produces the Digital Content NewFronts, which have been held in New York the past three years, designed for Internet video distributors to pitch marketers on upcoming programming slates.

The IAB Digital Video Center of Excellence will be based at the trade group’s New York headquarters. IAB has 650 media and technology company members, which represent 86% of online advertising in the U.S.