IAB standards for video ads have gained wide adoption over the last few years: VAST (Video Ad Serving Template) for flat in-stream video and VPAID (Video Player Ad Interface Definition) for interactive video.
VAST supports linear video ads (pre-, mid-, post-roll) and non-linear ads (overlays during content). This standard is simply a list of components that a video player uses to display and manage tracking metrics for a video ad. The template operates as an XML “wrapper” to deliver flat video ads (simple video with no additional features or functionality) or VPAID-enhanced video ads with interactive elements. Without this wrapper the standard way an ad was delivered and played within a player wouldn’t exist.
VPAID is a detailed definition of the communication between an ad and a video player that controls player behavior. A VPAID ad is served within the standard VAST wrapper with an interactive file (typically a Flash-based .swf) instead of a standard non-interactive video file (typically an .mp4). This VPAID-enhanced .swf enables the entire video player screen to be an interactive canvas and include interactive elements such as pausing the video, clicking on coupons, and interacting with dynamic overlays.
VAST plays a crucial role in the simplification and monetization of in-stream video advertising. The current VAST standard, VAST 2.0, enables video ad platforms to serve much more than simple video files, it also:
- Includes an optional companion ad to serve along with the in-stream ad
- Allows for flexibility in the format of a video ad to deliver a simple or interactive experience
- Contains options for reporting on video metrics (impressions, clicks, duration, etc.)
While this functionality is great, the rapid progression of this ecosystem has outpaced current standards. That is why the next wave of standards needs to go further in addressing the following areas:
- Video ad and video player compatibility across the ecosystem by :
- Enhancing campaign speed to market using clearly defined rules for VAST and VPAID compliance to avoid errors and bad viewer experiences. Existing standards are often viewed as an optional check list, resulting in a wide range of compatibility issues across video players
- Maximizing the potential of the creative executions with advanced definitions of player capabilities that improve a player’s ability to detect and play the richest version of an ad, especially when multiple ads are served within a VAST tag
- More content monetization options by providing standards that outline how to run multiple linear ads in a row without content interruption
- More market transparency by expanding standards to ensure players have the ability, when data is offered by a player’s host site, to pass back placement information on site location, player type, and more where a video ad has been played
What do you think should come next? Feel free to comment below or tweet us @mixpo.
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