When it comes to video advertising, publishers are continually faced with more and more challenges, which makes sense because the higher CPMs, the greater the challenges get. When examining video ad performance the biggest challenge is load times.
That’s why having a precise insight into ad performance is a vital ingredient when it comes to a publisher’s earning potential. Installing support of VAST 4.0 meets these challenges head on.
[bctt tweet=”Having a precise insight into ad performance is a vital ingredient when it comes to a publisher’s earning potential. That’s where #VAST 4.0 helps the most.” username=”BridTv”]
Quick read: VAST vs. VPAID: What is the difference?
Checking ad performance and dealing with things like error rates, is no picnic. This is one aspect of an video-based business where analytics usually provide precious insight for customers who experience poor fill rates. There is a solution that helps publishers surpass this problem, thus evading prolonged development cycles on account trial and error. IAB’s (Interactive Advertising Bureau) VAST 4.0 standard unlocks a variety of possibilities in that regard.
For example, UniversalAdID, comes as a solution to the tracking problem. It’s actually a shortcut to increased ad revenue, and here’s why. This particular facet allows publishers to locate exactly which ads are performing the worst. The ads that perform poorly may they be removed. In contrast, it’s easier for publishers to spot which ads are most effective.
With VAST 4.0 standard app devs and publishers may enjoy several benefits, not the least of which is a seamless experience for in-app mobile consumers, which denotes delivering buffer-free video ads. That is a pretty big deal.
[bctt tweet=”Thanks to VAST 4.0 ability to eliminate slow load times and moving to an instantaneous, buffer-free video ad experience, advertisers can double their reach, viewability and completion rates.” username=”BridTv”]
VAST-based video ads are delivered to a mobile device on a 4G network within 6/100ths of a second, or 60 milliseconds (on average). The human brain can process information “instantaneously” and that is defined as events occur within 50 milliseconds. In reference to VAST, video ads are delivered smoothly and “instantaneously.” Such a features drastically reduces any consumer frustration, while simultaneously giving publishers and advertisers better fill rates and completion rates.
The advantage of VAST 4.0 is that it can now support independent Media Rating Council-accredited viewability with instantaneous, buffer-free video ads — a clear step forward for the industry. Advertisers can use third-party, MRC-accredited viewability and brand safety suites, giving them a concrete way to measure whether their ads are being seen by real people.
By eliminating slow load times and moving to an instantaneous, buffer-free video ad experience, advertisers can double their reach, viewability and completion rates, while publishers can double their render and fill rates.
Using VAST mobile video buyers will get the similar insight as they would with the desktop browser. The beauty part is that the media is no less effective. Audiences are reached effectively and efficiently on the mobile devices, which is of extreme importance.
Let’s face it, poor ad viewing only triggers hardships both for viewers and publishers.
For instance, should an HD video get served with a low-quality ad, there’s bound to be a lot of frustration on both sides. It’s a similar situation when a viewer on mobile gets interrupted for buffering for a high-quality ad – again, frustration.
This is where VAST4.0 comes in with Conditional ad declaration. One frequent occurrence caused problems. So, should a VPAID unit, or “conditional ad,” miss out on a displayed ad, a publisher could be forced to give up any revenue due to lost inventory. However, a declaration in VAST for a conditional ad allows publishers to prevent and reclaim potentially lost inventory revenue in programmatic ad delivery.
There is no doubt VAST 4.0 represents a great evolution in the advertising ecosystem even though adoption seams to be moving slower than expected. With BridTV video player 3.0 we believe it is time to move forward.
It is a better, more efficient option that can provide a more comprehensive view of how video ads are performing for both publishers and advertisers.
For those not yet using BridTV 3.0 HTML5 video player, don’t delay! Update to the fastest online player in the use cases that matters the most for publishers – serving ads with content.