VAST, or “Video Ad Serving Template,” is an XML schema used by ad platforms and HTML 5 Players to serve video ads. Using VAST allows publishers to manage the video player ads and set up some specifics such as:
- What ad creative should be played;
- Whether it is possible to skip an ad and when the user can skip it;
- The timing of the advertisement in the course of the video content
- What happens after the CTA (call to action)
VAST operates on devices and environments like Desktop, Mobile and Tablet, web, and in-app.
How does VAST work?
The basic flow of the VAST tag starts with a video player sending a request to an ad server, asking to serve an ad. The ad server responds by generating VAST tags for the video files; they are in charge of multiple ad parameters, including rendering ads, choosing the type of media for an ad, its length and format, tracking and pricing information, and more.
There are usually three main elements in the VAST tag:
- Media file
- Tracking
- Format
There are also advanced options such as the type of an ad (pre-roll, overlay, and others), dimensions, and others.
Using XML language, the video player shows the advertising and activates the tracking URLs or the tracking pixels, which ensure the ability to track and measure the impression.
VAST tags can provide a seamless experience of video ad placement. Video players utilizing VAST can display third-party video ad content without help from the publisher’s ad server or ad network.
What is VPAID?
VPAID (video player ad-interface definition) is a common interface that connects video players and ad units, providing an interactive experience in advertising. Additional features like clicks on different tabs in one ad, zooming in and out, embedding a questionnaire within an ad, and playing games in the video ad are available to VPAID users. It can also gather information on how the viewers interact with an ad, providing more granular statistics to the marketers.
What is the difference between VAST and VPAID?
- VAST is a primary tag for video ad delivery. VPAID is used in addition to VAST for more features and the possibility of interactive video ad content.
- VAST connects the video player and ad server, while VPAID ensures interaction between the video player and ad units.
Different types of VAST ads
VAST can be served in numerous ways, and here are some of the most popular ones:
Instream advertising
These high-quality video ads are played on top of the player’s content (like online entertainment). All content is in the viewer’s eyesight. These types of ads are accurately targeted. Advertisers usually pay higher for them.