Jessica Anderson: January 2014 Archives
Digital Video has become a thriving advertising channel that enables
rich, engaging 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.
As 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.
*Source: comScore December 2013 US Online Video Rankings
**Source eMarketer March 2013
About the Author
Jessica Anderson is Manager of Advertising Technology at IAB
Email her at [email protected]