When we integrated a cloud hosted and always up to date version of JWplayer with our vid.ly service, we were also bringing an impressive suite of IAB certified digital video ad integration tools along with it. VAST (Video Ad Serving Template) 3.0 and VMAP (Video Multiple Ad Playlist) 1.0 are cutting edge standards that ensure broad delivery to all devices of interstitial digital video ad content. There are several new features in these new standards not available in previous IAB standards. At the heart of these advances are new mechanism of the monetization of video content. In addition these standards deliver more accurate error reporting.
History of Vast
VAST has risen to popularity because it provides a common protocol that enables ad servers to use a single ad response format across multiple publishers/video players. In 2008, the IAB introduced the first version of VAST to the video advertising marketplace, which has since been widely adopted throughout the industry. In 2009 features were added that enabled additional functionality and more clarity. Today, as the instream digital video advertising market becomes more sophisticated, additional features and functionality are required to improve support for in stream ad display and reporting.
Features of Vast
One of the biggest components of the new VAST 3.0 standard is the inclusion of ads pods, or the delivery of a set of sequential ads.
Ad Pods can be run before during or after a break in the content video. Enabling Ad Pods allows for insertion control to happen at the player level without invervention by the publisher.
This is An alternative model for serving ads where viewers can skip ad content, enabling publishers to support a revenue model in which publishers and advertisers can negotiate billing based on ads that play all the way through. The skip is usually enabled for the user after a pre-defined number of seconds. Making ads skippable also improves user experience resulting in lower abandonment rates.
Improvement in error codes enable video players to report more specific details when ads have problems with delivery. The troubleshooting data outputs help to dramatically improve video advertising technology, making it more measurable and accurate.
If ad servers have access to more detailed information about problems serving ads, they can reduce ad serving workflow errors.
Implementing VAST with Vid.ly
Support for VAST is available through both our UI and API. Under the Vid.ly tab of our UI you will find a tab for Advertising. All of the Ad settings are just a click away.
Through our API it’s just as easy. Here is a template containing all the ad parameters.
<Ads> <!-- for "jwplayer" vendor only -->
<Message>Will back to video in XX seconds</Message>
<SkipMessage>You can skip me in XX seconds</SkipMessage>
The parameters are as follows:
- AdClient – Specify either vast or googleima
- Schedule – These are the group of ad setting
- Ad – These are the settings for a specific ad
- Offset – This specifies the insertion of the ad either pre (pre-roll) or post (post-roll)
- Tag – This is the URL of the ad tag such as http://adserver.com/vastResponse.xml
- Type – Either linear or non-linear for overlay ads, or linear for other formats
- Message – this displays a test message that runs during the ad and can not be skipped
- SkipText – This is the text that prompts user to skip the ad
- SkipMessage – This is the text the user sees when waiting to skip the ad
- SkipOffset – The amount of time in seconds that an ad must be watched before it can be skipped