Video: What ad users prefer (VPAID vs. VAST)

Posted by Hannah Jeon on Sep 12, 2017 3:08:46 AM

Topics: Industry News & Trends, Tips & How to

Marketers know that video is booming, especially when it comes to mobile marketing. Savvy marketers also know that all video is not created alike and certain types of video advertising are more impactful. The typical business publishes 18 videos online each month, and 85 percent of businesses have staff and resources to create videos in-house; but is this content reaching the right viewers, and how do you know? The answers to those questions depend in part on your choice of video format.


Why You Should Invest in Mobile Video Advertising



According to the 2017 IAB Video Ad Spend Study, a majority of advertising professionals said they are planning to increase their spend on mobile and digital video advertising in the next 12 months. Since American adults spend nearly three-quarters of their online time on mobile devices, overall use of mobile devices surpasses desktop computers and more than 77% of American adults own smartphones, investment in mobile marketing and video advertising seems obvious.

For mobile marketers, video advertising is an effective way of investing your advertising spend. However, the results vary widely depending on various factors, including the type of video ad format used, so it's important to research options before parting with your money.


VAST vs. VPAID Video Formats

One decision you will need to make is between the two video standards widely used in mobile video advertising: Video Player-Ad Interface Definition (VPAID) and Video Ad Serving Template (VAST).




VPAID allows for more interactive user experiences with instream video ads, and the VPAID format also reports on user interactions, including viewability. However, VPAID does not work in native Android or iOS video players, which is problematic for mobile video play.


VAST provides a standard template across all types of video players, so online video advertising does not need to depend on specific players. VAST also introduces more flexibility for mobile marketers; you can preload video ads, reducing buffering and creating a smoother viewing experience for the user. VAST video ads also load faster. For example, a user with a 4G connection will see the video within 60 milliseconds, creating a seamless user experience.




VAST now can support independent, third-party viewability measurement. Combined with VAST's instantaneous, buffer-free video ads, this format offers clear advantages.


Choosing the VAST standard enables your business to improve your marketing campaign effectiveness by reaching more viewers thanks to its video player compatibility and fast load times.


Interested in mobile video advertising? Try it with Pocketmath!




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