VAST
- VAST Video
- Remote VAST URI
- How to upload Video ads?
- VAST Video Wrapping, Upload & Execution
- VAST Video placement types/tracking options.
VAST Video
What is VAST video?
VAST (Video Ad Serving Template) - is a video ad that is served in a video player on publisher’s page.
As it is a skippable ad format, it is more suitable for longer video ads.
The length of a video for this format can vary from very short non-skippable (5 sec.) to long videos of 6 minutes. However, keep in mind that traffic will be limited if you use long video duration, as the most significant part of publishers supports video duration up to 30 sec. Therefore we recommend using videos with a maximum video's duration 30 sec.
If the video is equal or less than 5 seconds it is served as non-skippable ad and if the duration is from 5 seconds it appears as skippable ad.
The required aspect ratio and dimensions - 720p or below is required, the optional inclusion of 1080p is recommended - either 16:9 or 4:3 aspect ratios are acceptable. (Examples are: 320x480, 480x320, 1024x768, 768x1024)
Requirements summary:
- File Type: mp4
- Maximum Video file size: up to 5MB.
Here are the examples of VAST video ad on desktop and mobile:
Skip offset
Skip-ability of VAST video can be an important tool for campaign performance. This is why Eskimi has the opportunity to change skip option. By default VAST video can be skipped after 5 seconds. However, it is not sufficient for some advertisers as users will definitely skip the video so it means that brand's message wasn't fully heard.
Skip option can be edited when VAST video is uploaded. The value should be added under "Skip after seconds" field. 0 - indicates that there shouldn't be any skip option. Keep in mind, that max allowed by protocols is 30s. Default is 5s.
3rd party tracking
To any VAST video campaign 1x1 pixel can be added. VAST video doesn't support JavaScript tags. However, the primary limitation of the 1x1 pixel is that it can only track impressions on 3rd party platforms like Integral Ad Science.
If the client wants to track more metrics such as viewability, brand safet, IVT on a 3rd party platform VAST video has to be wrapped into a tag.
Limitations
- Max allowed by protocols is 30s. Default is 5s.
- This functionality is only available on Doubleclick. So the traffic will be limited and will have advertising limitations.
- "External VAST URI" won't support this functionality.
Results
10 sec. tests campaigns got 82% of VCR while regular VAST video delivers around 50% of VCR.
Remote VAST URI
Step 1: Log in to your DSP account, go to Creative Sets, and click Add creative set.
Step 2: Select the type of your creative set as a video and name it as per the requirement.
Step 3: Select the type of video from the Dropdown Menu
Step 3: Paste the creative tag in the box and hit save button (Tick Tracking if there is any):
How to upload Video ads?
Step 1: Log in to your DSP account, go to Creative Sets, and on the new page click "Add creative set".
Step 2: On the next page indicate the creative sets Title and select the format.
Step 3: Select the type of video (VAST + IBV, VAST, IBV).
Step 4: Choose file to use as creative
Step 5: Select Viewability tracking method (VPAID - for websites inventory, OMID for in-app inventory) both can be selected.
Step 6: if needed - update "Skip after seconds" value. For some exchanges this is a required value (i.e. DC), default is 5s.
Not necessary: Upload companion banners. Companion banner should be one from most popular sizes: 300x250px, 320x480px, or 480x320px.
Not necessary: Add description and Call to action text. Default CTA is "Lear more" and this is changed only in placements, which support that. It will describe a call to action button for the destination URL.
Step 7: Save your video ad.
VAST Video Wrapping, Upload & Execution
Introduction
Wrapping a VAST (Video Ad Serving Template) URI into a 3rd party VPAID (Video Player Ad-Serving Interface Definition) tag offers several advantages in the digital advertising ecosystem.
Firstly, by utilising a VPAID tag, advertisers gain access to enhanced interactivity and engagement features for their video ads. VPAID enables the inclusion of interactive elements like clickable overlays, interactive games, and surveys within the ad unit, providing a richer user experience.
Secondly, wrapping the VAST URI in a VPAID tag allows for seamless integration with various video players and ad-serving platforms, ensuring compatibility and widespread distribution across different environments.
Additionally, the VPAID tag provides a standardized API for tracking and reporting ad metrics such as viewability, ad interactions, and performance data, enabling advertisers to make data-driven optimizations and measure the effectiveness of their video ad campaigns accurately.
Overall, wrapping a VAST URI into a 3rd party VPAID tag enhances ad interactivity, facilitates widespread ad distribution, and enables comprehensive ad measurement and optimization capabilities.
Practical implications
To wrap a VAST (Video Ad Serving Template) URI into a 3rd party VPAID (Video Player Ad-Serving Interface Definition) tag, you need to follow a specific process.
Retrieve the VAST URI from the ad source, which typically represents the XML-based ad response. To retrieve the necessary URI you need to first setup your video campaign on Eskimi DSP. The VAST URI will be found in the campaign's approval page under the Creatives section. Check the screenshot below:
Remember: If you are planning to wrap the VAST URI into the MOAT, IAS or any other 3rd party tracker, you will need to provide VAST URI until &preview=1. Also please add in the end of the URL &vastVersion=2 this will open more available inventory later, when delivering campaign.
Remember: The original video campaign can't be deleted, expired or rejected. Leave it in pending status until the actual campaign ends.
If you need to upload a 3rd party VPAID tag, it is necessary to select Remote VAST URI as your video type and paste the VAST URI as usual. Such VPAID tags will only run on VPAID compliant environment - mostly web publishers. To know more about VPAID check our comprehensive guide: https://manual.eskimi.com/books/creatives/page/a-comprehensive-guide-to-vpaid-web-advertising
Remember: you can select VPAID viewability tracking method which will wrap the VPAID tag into Eskimi tag. By doing so advertisers will be able to track viewability on Eskimi DSP.
It is necessary understand that such method will cause timeouts of retrieving the original video file from the tag, because of this the preview page (only) will not work, but the campaign will run as usual.
If you need to upload a 3rd party VAST tag (OMID tag), then you will need to upload the original VAST mp4 and add the OMID tag under Verification wrapper URL.
Remember: You will need to change the VAST URI located in the tag to {vast_url_enc}.
Remember: That for such setup you can enable OMID viewability tracking method.
Afterwords, set up the campaign as usual.
Troubleshooting
Before any upload we recommend to first upload the VPAID/VAST tag into VAST video validator: https://googleads.github.io/googleads-ima-html5/vsi/. This is a universally used tool that allows to instantly see if the tag will be rendering properly, if all the metrics are being fired and receive errors.
VAST Video placement types/tracking options.
All the options that we can track in bid request for VAST Videos are in the pictures below.
