IAB Brasil maps the digital video ecosystem and delves into the topic in a new episode of IABcast.

The growth of video consumption has reshaped how brands, platforms, and creators engage with their audiences. To help the market understand this evolving landscape, IAB Brasil launches the Digital Video Ecosystem Mind Map, which brings together in a structured manner the elements that comprise the country's audiovisual scene. 

“Video plays a central role in the consumer journey and in brand strategy. Mapping this ecosystem is essential to understanding its interdependencies and making decisions,” states Denise Porto Hruby, CEO of IAB Brasil. “The mind map offers the market a structured view that facilitates planning and highlights new opportunities for action.”

The document provides a comprehensive overview of how platforms, creators, advertisers, agencies, technologies, and metrics interconnect. Furthermore, it details the stages of production, distribution, monetization, and measurement, linking them to key industry players such as streaming platforms, short-form video social networks, CTVs, publishers, creators, adtechs, and data providers.

By bringing these elements together in a single document, IAB Brasil provides the market with a strategic reference tool that facilitates planning, supports media decisions, and encourages a common language among marketing, technology, and communication professionals. The Digital Video Ecosystem Mind Map is available on the award's IAB Brasil website. 

Video at the Center of Strategies 

The second episode of the new season of IABcast discusses the behavioral shifts that have placed video at the center of brand strategies, the role of connected TV, the convergence of linear and digital, and the market's search for reliable solutions. The conversation is led by Breno Barcelos, Chairman of the IAB Brasil Digital Video Committee and a Google executive, who hosts Adriana Favaro from Kantar IBOPE Media. The content addresses the future of video measurement, including the impact of technologies like AI and the combination of panel and big data. 

The episode will be available on major audio platforms and on the IAB Brasil YouTube channel starting on the 3rd.