The digital ad world today is filled with words that are abbreviations such VAST and VPAID, and if you want to have video ads you need to know what they are. In this article we will be demonstrating the difference between VAST & VPAID in video advertising.
Serving ads on a website today is different than serving an ad on a video player and that is the reason why VAST was created.
VAST stand for Video Advertising Serving Template. This technology was created by the Interactive Advertising Bureau (IAB). So, what is it?
VAST is a script that gives a video player information about which ad to play and whether users can skip though or not. This is done with XML, which means it has information about the type of ad, where the ad creatives are located and the event to occur when certain things happen.
Why is VAST Important?
VAST is important because today’s marketplace includes increasing numbers of platforms where the video content is placed. This process, as well as that, is becoming more and more complex.
Let us bring it closer to imagination. Think about the different devices available with the different screen sizes. Also, take into consideration the different connection speeds and thee different video players and ad servers.
Because of all what has been described, VAST provides common protocol. This enables ad services to use single ad response formats across the many different publishers and video player.
VAST has substantial role as well in simplifying and monetizing in-stream video advertising. Simply by sending an order to the video player. VAST tells it which ad to play now, how it will appear and how should it show up on the player. Moreover, it tells the player how long it should last. In addition to whether the users can skip it or not. Also, it defines the possibility of finding the ad and where to find it and what the click-through URL should be and much more.
VAST have been developing ever since inception of the first VAST. Today we have the fourth version released; VAST 4.0, which its main update revolves around viewable impressions and standardizing viewable tracking.
Although VAST 4.0 is released, however, a lot of publishers today are still using VAST 2.0 until now. What is important for publishers to know is that VAST 4.0 is backward compatible; np worries about compatibility issues.
In conclusion, it is crucial to understand the importance of VAST. VAST enables video players and Ad Servers speak the same language.
The preceding should give an over view about VAST but…
What is VPAID?
Video Player Ad Interface Definition. This is what VPAID stands for. Simply, it is a code compared to VAST which is a script in comparison. Moreover, characteristic of VAPID is that it runs within the video player.
VPAID is also a layer as well. Thus, layering VPAID onto VAST it offers an enhanced solution. The layering process establishes a common communication protocol between video players and the ad units. This allows rich interactive in-stream experience within the publisher’s video content. Of course, taking into consideration the condition of having a compliant video player.
There is a main advantage from layering VPAID onto VAST. It allows the video player to expect and rely on common set of functionality forms from an executable ad unit.
Importance of VPAID
VPAID is important as it allows video ads to be interactive. Furthermore, it raises the experience of rich interactive in-stream ad-experience. For example, enabling overlays that let viewers click to read more. When the users interact with the ad-creative, you as an publisher will be able to collect the users’ interactions details and data. Collecting such data makes monetization more profitable.
Moreover, the layering option enables the option to choose when and where the ad to appear on the indexed video content. In addition to the option to choose the functionality of play, pause, close, hide, skip and much more.
From an advertiser perspective, you can measure effectiveness of your video ads. The measurement occurs through engagement tracking tools. The importance of that comes from the need to ensure that the video ad is optimized enough for maximum results from an advertiser point of view.