Ad Server
Boosting Revenue: How VAST Ad Tags Benefit Publishers
Ankitesh Thakur
In the world of digital advertising, video ads are becoming a crucial part of reaching audiences. The VAST ad tag is one of the most important tools for delivering these ads. VAST tags, or Video Ad Serving Template, sets the standard for how ad servers communicate with video players. Advertisers and publishers rely on a VAST ad tag tester to format, validate, and ensure their video ads function correctly before reaching viewers.
In this guide, we’ll explore what VAST is, how it works, and why it’s important for maximizing revenue potential.
VAST stands for Video Ad Serving Template. The Interactive Advertising Bureau (IAB) developed VAST to deliver video ads consistently across platforms and devices. VAST creates a framework that enables ad servers to communicate with video players, ensuring ads play correctly, track accurately, and convey the intended message.
The first and foremost objective of VAST is to ease out the serving of video ads. Without VAST, there would be countless formats and protocols, making it difficult for advertisers to deliver their content consistently. VAST helps standardize this process, making it easier to create, deliver, and track video ads across a wide range of devices, including desktops, mobile devices, and connected TVs.
VAST supports several types of ads, each serving different purposes and formats. Understanding these types can help advertisers and publishers choose the right format for their needs.
Linear Ads: These are the most common type of video ads. They play before, during, or after the main video content. Linear ads can be skippable or non-skippable and typically include a video file that plays directly in the video player.
Non-Linear Ads: These ads are overlaid on top of the video content. They don’t interrupt the main video but rather display it as a banner or text that users can click on. Non-linear ads are useful for delivering additional information or encouraging interaction without disrupting the viewing experience.
Companion Ads: Companion ads are additional display ads that appear alongside the video content. They complement the video ad by providing more context or reinforcing the message. Companion ads can be the banners, text or even other types of the rich media.
Ad Pods: Ad pods consist of multiple ads aired consecutively during one break, similar to traditional TV commercials where several ads run one after the other. Ad pods can include a mix of linear and companion ads.
VAST ad tags are the core for delivering video ads to the viewers. Here’s how the process works:
Request: When it’s time to play an ad, the video player sends a request to the ad server. The request includes details about the video player, the content being played, and other relevant information.
Response: The ad server responds with a VAST ad tag. It contains all the information that the video player needs to understand and play the ad, such as the location of the video file the tracking URLs, and any companion ads that should appear.
Playback: The video player uses the information in the VAST tag to retrieve the video file and play the ad. The player sends tracking information to the ad server, confirming whether the ad was played, skipped, or interacted with.
Tracking: The system tracks various events throughout the process, including when the ad starts, finishes, and if the user clicks on it.
For publishers, VAST offers several key benefits:
Consistency: VAST ensures that video ads are delivered consistently across different platforms and devices. This consistency helps maintain the quality of the user experience, which is crucial for retaining viewers and maximizing ad revenue.
Monetization: By supporting a wide range of ad formats, VAST allows publishers to monetize their content more effectively. Whether through linear ads, companion ads, or ad pods, VAST provides the flexibility to maximize revenue from every ad break.
Tracking and Reporting: VAST includes robust tracking capabilities, allowing publishers to measure the performance of their ads accurately. This data can be used to optimize future campaigns, improve targeting, and ultimately increase revenue.
Flexibility: With support for different ad types and formats, VAST gives publishers the flexibility to experiment with different ad strategies. This flexibility is essential in a rapidly changing digital landscape, where new formats and technologies are constantly emerging.
Creating a VAST ad tag involves a few key steps:
Ad Server Setup: First, publishers need an ad server capable of generating VAST tags. Many ad servers today support VAST, so it’s important to choose one that meets your needs.
Ad Content Creation: Next, create the video ad content. This includes the video file, any companion ads, and any interactive elements that should be included.
Tag Generation: Use the ad server to generate the VAST ad tag. This tag will include all the necessary information for the video player to retrieve and play the ad.
Testing: Before deploying the tag, it’s crucial to test it using a VAST ad tag tester. This tool formats the tag properly, ensures the video plays correctly, and confirms that all tracking events work as expected.
Deployment: Deploy the tag to the video player after testing and validation. The ad will then be delivered to viewers based on the specified criteria.
Validating VAST tags is an essential step in ensuring that your video ads are delivered correctly. Here’s how to do it:
A VAST ad tag tester allows you to input your VAST tag and simulate how it will behave in a real-world environment. The tester will check for errors, confirm that the video plays correctly, and ensure that tracking events are firing as expected.
Ensure your VAST tag works with the video player and devices you plan to use. Different players may have different requirements, so it’s important to test across multiple platforms.
Record all tracking events accurately, including ad start, completion, and click-through. This data is crucial for measuring the performance of your ad campaign.
Video ads may behave differently on different devices. Make sure to test your VAST tag on desktops, mobile devices, and connected TVs to ensure a consistent experience for all viewers.
VAST is one of the most effective ways of tapping into the given revenue stream through the use of video ads. By delivering ads consistently, tracking them accurately, and optimizing performance, VAST helps you maximize your ad inventory.
Experiment with Ad Formats: Use the flexibility of VAST to experiment with different ad formats, such as linear ads, companion ads, and ad pods. This can assist in determining the optimal set of parameters for your audience and content.
Optimize for Performance: Use the tracking data provided by VAST to analyze the performance of your ads. Identify which formats and placements perform best and optimize your ad strategy accordingly.
Expand Your Reach: VAST’s compatibility with a wide range of devices and platforms allows you to expand your reach. By delivering ads across multiple channels, you can tap into new audiences and increase your revenue potential.
Leverage Advanced Features: Take advantage of advanced VAST features, such as conditional ad serving and server-side ad insertion, to further enhance your ad delivery and monetization strategy.
VAST ad tags are an important part of the digital advertising ecosystem, providing the framework needed to deliver consistent, high-quality video ads across various platforms and devices. By understanding how VAST works and how to create and validate VAST tags, publishers can maximize their revenue potential and ensure a seamless ad experience for their viewers. With the right tools and strategies, VAST can help you take your video advertising to the next level.
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