Streaming means the delivery of video, voice or data over the Internet and other interactive channels so the message can be viewed in real time by users, rather than having to wait for the entire file to download. Streaming has been used as a method of delivering TV and audio messages to Internet users, and the technology is advancing to offer new opportunities to advertisers, such as streaming video in e-mail.
The change in terminology is designed to build support for the medium among advertisers. The IAB conducted a survey among 500 ad agency and media buying executives to determine their interest in changing the terminology.
The poll found that 79% of advertising professionals support the change, which was announced at the Streaming Media East conference, an IAB-hosted event.