Results tagged “VPAID” from IABlog

When MRAID Met VPAID

| | Comments
In May of 2014 the IAB published a position paper on the role and evolution of our major creative specifications, VPAID for video, MRAID for mobile rich media, and SafeFrame for friendly iFrames on the web. We observed that the worlds of each of these individual standards, which were created to facilitate distinct kinds of digital ads, were fast converging. As a result, technology vendors and ad designers increasingly found themselves seeking ways to combine their capabilities.
Today, IAB has solved one aspect of this industry challenge by releasing a final version 1.0 of the Video Addendum to MRAID. This new ad specification facilitates creating mobile video interstitial ads that incorporate MRAID-style rich interactivity and also benefit from VPAID’s standardized methods for counting video plays, partial and complete views, and other core metrics.

This is an important step toward helping video ads propagate throughout the mobile internet. MRAID has become a true industry standard for mobile rich media, and now we have standardized a way to run video ads in mobile interstitial rich media placements.

This project presented a number of interesting challenges, as a “container” that runs MRAID ads (that is, the software within a mobile app) plays a somewhat different role than a video player that runs digital video ads. Simply figuring out how to start playing an ad in this hybrid scenario—how the ad should signal that it needs both MRAID and VPAID support, and how the container should respond—took significant time and effort. But we’ve devised a good and practical solution, while keeping implementation as simple as possible. I don’t have space here to acknowledge the many people from rich media companies and video companies alike who tremendously helped make this specification a reality, but they have my sincere thanks for their time and expertise (and their bosses have my thanks, too).

The next step is for vendors that offer MRAID-compliant containers - the mobile rich media community - to evaluate this specification and determine whether and when to build its capabilities into the next version of their products. I expect it will take a little time for addendum-compliant containers to become widespread, but given the importance of mobile video, I’m sure that we’ll see strong adoption. I’m happy that we’ve achieved today’s milestone, and with my fellow IAB Mobile Center and Tech Lab staff, look forward to continuing to extend MRAID’s capabilities and usefulness in the always-changing mobile world.

About the Author

sp_laszlo_joe.jpg

Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 


 
The IAB’s standardized interfaces for rich ads—Video Suite (VAST, VPAID and VMAP), MRAID, and SafeFrame—are among our most important contributions to enabling engaging, dynamic advertising to scale.  In three different ad environments, these technical specifications standardize communication between the ad creative and the systems that host the content. In a video player, the player must be able to understand and process the ad’s requests to operate smoothly (VPAID). For mobile in-app ads, the mobile app must be programmed to recognize the ad’s requests (MRAID). In a webpage where the ad runs in an iframe, a line of communication is needed between the page and the iframe (SafeFrame).

The three specifications IAB and our members have developed to standardize these communications have significantly reduced the friction associated with buying and selling advertising in web, mobile, and video environments. 

However, there’s a challenge.  Each of the three IAB specs was designed for a distinct scenario, and we live in a world where those scenarios are increasingly blurring together.  Companies are increasingly dealing with the convergence of these standards, asking questions like: 

  • How can VPAID and MRAID best be used together? 
  • While MRAID was developed for in-app experiences, what about browser-based apps? 
  • Should SafeFrame be the sole solution for browser-based experiences?

To formulate a game plan for addressing this convergence, IAB assembled leaders from each of the three standards efforts, along with relevant IAB staff, to publish a perspective on the challenges of bringing these standards into harmony with one another.  This document includes an overview of the specifications, the challenges we’re hearing about from the industry, and an overview of next steps IAB intends to take.  Over the long-term, there’s no question that we should place VPAID, SafeFrame, and MRAID on a convergence path.  But that’s necessarily going to be a lengthy process.  

In the short and medium term, we are talking with industry representatives about how to formulate best practices for working effectively with these specs, notably combining VPAID and MRAID, and other best practices as industry need warrants.  We encourage interested members to get involved as we make sure MRAID, VPAID, and SafeFrame stay relevant and valuable in a rapidly evolving—and converging—digital advertising world. 


About the Author

sp_laszlo_joe.jpg

Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 


 

What's a VAST?!? Understanding IAB Digital Video Suite

| | Comments

Digital Video has become a thriving advertising channel that enables rich, DigitalSimplifed.jpgengaging creative messaging and provides interaction opportunities with consumers. You may not know about the technical nuts and bolts behind digital video advertising, so to help you, we’ve created a short educational video, “IAB Digital Simplified: Understanding IAB Digital Video Suite”.  This video, narrated by Adapt.tv’s Founder and Chief Product Officer, Teg Grenager, breaks down the processes of digital video advertising and illustrates the technical concepts of the IAB Digital Video Suite (V-Suite). Now you can quickly gain baseline knowledge on some of the critical work developed by IAB members to benefit the interactive advertising industry.

VsuiteVideoImage.jpgAs for digital video advertising, it may not have ever scaled without the help of VAST and VPAID, two specs that are part of the V-Suite. In December 2013, 188.2 million Americans watched a staggering 52.4 billion online content videos.  This amounted to 35.2 billion video ad views and 13.2 billion minutes spent watching video ads for the month.  Additionally in December, 86.9% of the U.S. Internet audience viewed online video.* Recent estimates show U.S. digital video ad spending will nearly double in four years, climbing from $4.14 billion in 2013 to $8.04 billion in 2016.**

Adoption and use of the IAB V-Suite technical specifications have helped in this growth of the digital video marketplace and IAB seeks to encourage further adoption.  We know the full specification isn’t easy reading, so we invite you to check out this video and share it with your colleagues and partners. You’ll be empowered to speak about digital video and these specifications.

The IAB and its member companies have worked extensively to create an interoperable environment for video ad delivery across the digital supply chain. IAB Digital Video Committee working groups representing the industry have invested in long-term collaboration to create a suite of protocols that helps reduce operational complexity for video ad delivery. The result is the IAB Digital Video Suite, which includes three specifications: VAST, VPAID and VMAP. Each one plays a different role to enable communication between video ads and video players, and to simulate a TV ad experience with enhanced interaction.

As with many things in our industry, we’re only going to see more development and progress out of Digital Video. In fact, we’ve already seen attempts at integrating these specifications to work with technology involving connected TVs and cable networks. To stay on top of the issues and learn more about what’s happening in Digital Video, get looped into the Digital Video Committee.

For more information on the IAB Digital Video Suite go to: iab.net/vsuite or email [email protected].








Enhanced by Zemanta