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Advertising has come a long way to be in the position, where it is now. It is a very important aspect of marketing and business. Without it, it would be much more complicated to deal with business.
Nowadays, the most popular and efficient advertising is web advertising. It all started since the internet was born and the first websites were made. It all evolved into a lot of different formats. One of the best ways to promote something is video ad. It gives enough time to tell about the best aspects of your product and can be decorated as creative as you want. Still, it is not that easy. Video advertising is a whole process, which has to be mastered. There are many technical standards that you have to understand. This text will help you to find out about two standards – VAST and VPAID.
Table of Contents
When video advertisements began to grow their popularity, there were a lot of problems to publish it, because of the high number of different video players. Every advertiser had difficulties with finding right client – there was a big chance of inconsistency of the advertisement’s video format and the format that was working on the website of people who bought it. After all of the struggles, the Interactive Advertising Bureau (IAB) created a special protocol, standard called VAST (Video Ad-Serving Template) that helped to make every video able to be played on every player that simplified a process for all the advertisers and have expanded the market for every businessman. VAST created a common language for advertising and video player and had to perform such tasks like the appearance of ad, which ad will play, will it be skippable or not, length of it, show URL and track the needed metrics. VAST is still evolving and upgrading. For example, in 2014, VAST 4.0 was released and is still being upgraded. Still, they couldn’t manage with many settings because by their vision, video players have more information and they should set them up.
Anyway, technologies were moving further and created more interactive format of videos. VAST wasn’t able to deal with such tasks and IAB made VPAID (Video Player Ad-Service Interface Definition) that coped new and more complicated algorithms. It makes a possibility for viewers to interact with ads, enables direct response from them, and controls the performance of the advt.
What is better?
Today, as all of the algorithms became even more complicated, people usually prefer VPAID to VAST because of the larger amount of settings and freedom that is given to the advertiser. It gives also a mutual benefit for both publisher and advertiser because they support more video formats. VAST only helps to manage some aspects of video advertisement while VPAID gives better experience in whole process. So, for modern realities, VPAID is much better than VAST.