How does the video ad server work?

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How Does the Video Ad serving Work?
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Video Ad serving

• Video ad server is considered as the engine
  of video advertising industry. Third-party ad
  servers usually serve the online video ads.
• The video advertisements have been packed up
  with the tracking pixels and static banners.
• The snippet of code which measures the
  viewers engagement like their halfway point,
  click through, completion, video start etc., may
  be converted into a larger piece of code that is
  what we called a tag.

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The ad server gives a tag to different
publishers websites and can track the delivery
and performance across them all. There are two
important types of tags one is VAST and another
one is VPAID.
Ad server
The more complex elements like interactive
features and the more advanced capability options
for the engagement and viewability is present in
the VPAID tags but most of the publishers accept
the VAST tags. Only a few people accept the
VPAID. For instance, YouTube only accepts VAST
tags.
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Basic differences between VPAID and VAST

• VPAID (Video player ad-serving interface
  definition),
• Facilitates to establish a common interface
  between the video player and ad.
• It enables ad interactivity i.e., it provides
  rich interactivity, playback etc.
• It enables the video player to preload an ad
  unit before rendering it.
• It offers a better communication between the
  different ad servers and a video player
  
• It could transform the further details about
  the video activity on the player.

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Basic differences between VPAID and VAST

• VAST is a video ad serving template which has
  been developed by the IAB (Interactive
  Advertising Bureau) for serving the video ads.
• It enables the video ads to be served across
  all the compliant video players which mean it
  supports simple in-stream video ad formats.
• It enables the common way of serving video ads
  on video players.
• It offers a better communication between the
  video player and the different ad server thereby
  helping to serve the ads with an ease.
• The video player understands and displays the
  ad no matter how the ad is serving via DCM, DFP
  or any other server.
• On mobile platforms consumers are spending
  more time, consuming the content and watching the
  video adverts on their mobile devices.

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• VMAP (Video Multiple Ad Playlist)
• It allows us to specify when an ad must be
  played.
• With this, we can indicate whether an ad is a
  pre-roll, mid-roll or post-roll.
• It also refers to multiple VAST files if it
  has been played at different times.

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How it works?

• Being an advertiser, it is very essential to
  understand how video ad serving works and what
  are the different types of video ad formats
  available.
• Video ad serving works the same as ad serving
  but an ad creative been served from an ad server
  into multiple websites or applications.
• There are two types of ad servers one is
  advertiser ad server and the other one is
  publisher ad server.

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IAB (Interactive Advertising Bureau) standards
are followed by the best video ad serving
platforms and use an XML specification called
VAST, that allows the videos to be served in any
online video player on different platforms
(i.e.)., mobile, desktop, web, and app which
supports VAST.

• It allows the video players and ad servers to
  speak the same language.
• There are two types of tags that a video ad
  server should able to generate, a VAST and VPAID
  tag.
• This tag will be passed on to different
  publishers and tracking will be done across them.

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Types of video ads
There are several types of video ads each with
the own strength and weaknesses. As an
advertiser, you should pick certain ad formats
depends on the KPIs (Key Performance Indicator)
of your ad campaign.
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In Stream Video ad

• These ads are commercial ads which appear
  before, during and after the video content.
• There are three types of in-stream video ads.
  They are pre-roll, mid-roll and post-roll ads.
• Pre-roll ads usually play before the videos
  getting started, mid-roll ads play during the
  video and the post-rolls display at the end.

• These are called linear ads since it plays with
  the video content. By following the IAB
  standards, the ads usually last around 15-30
  seconds.
• Non-linear overlay ads are superimposed over
  the video and it allows the users to watch
  continuously while the ad is displayed.

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In Stream Video ad

• Mid-roll video ad
• This type of ads plays in between the content.
  The video content gets paused when a mid-roll ad
  starts to play and video continues once the ad
  got completed.
• It gets very low-abandonment rates since the
  viewer is already committed to invest in watching
  the video content.
• It is quite intrusive when we see the downside
  of this ad.

• Pre-roll video ad
• It plays before the video content starts, this
  is actually a non-skippable one and it grabs the
  attention at a certain amount of time but because
  of this brand may get a negative impact, if it is
  not implemented correctly.

Post-roll video ad Post-ads are the one which
plays at the end of the video content. It is
non-intrusive but it often gets higher
abandonment rates, as the viewer has already
reached the end of the content and there is no
need to stick around.
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Out stream video ads

• Out stream video ads are the ads which run out
  of a video player or a video content.
• It runs just like a display banner and can be
  served as a display banner ad between the website
  content or in the app.
• It can be made to auto play in a muted state
  when it is scrolled into view and upon tapping or
  mousing over, the audio gets turned on.

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• There are some advantages of playing the out
  stream video ads. They are
• They do not need to be constrained as a video
  content it can be served into more ad
  inventories which include premium placements.
• It does not interfere with any video content
  thats why it is less intrusive.
• It can blend into the website content and gain
  more engagements.
• It has been found that it can give 2.5
  click-through rate when compared to in-stream
  ads.
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