VPAID vs VAST: choosing the right video ad format for your campaign

With audiences increasingly favoring video over text and even audio content, the message is clear: investing in video advertising is key for marketers looking to maximize their return on ad spend (ROAS). It becomes more critical than ever for digital marketers to grasp the distinctions between the VAST and VPAID ad protocols.

What is the discourse around VAST vs VPAID? Which one is better? Which one would suit your needs?

All of these questions and more will be answered in this guide to VPAID vs VAST. Keep reading to find out all you need to know about both protocols and the differences between them.

What is VAST?

The Video Ad Serving Template (VAST) is a protocol for structuring tags and a game-changer for video advertising, created by the Interactive Advertising Bureau (IAB) to simplify and standardize how ad servers and video players work together. By using an XML schema, VAST seamlessly transfers essential metadata, like ad duration, tracking URLs, and more, from the ad server to the video player. VAST ads keep video advertising running smoothly, no matter where or how your audience watches!

How do VAST ad tags work: a behind-the-scenes look?

The Video Ad Serving Template ensures video ads are delivered seamlessly and tracked accurately, making it a cornerstone of modern video advertising. 

1. VAST request: the journey begins

The magic starts when the video player requests the ad server to pull up an ad. This happens automatically when a user watches a video with available ad slots. Think of it as the video player raising its hand and saying, “Hey, I need an ad!”

2. VAST inline response: delivering the goods

In response, the ad server sends back a VAST inline response. This is an XML document packed with everything the video player needs to display the ad:

• The ad media file or the actual video ad content.

• Metadata, like the ad’s duration and format.

• Companion ads (if any), which appear alongside the video.

• Tracking URLs, used to monitor ad performance.

It’s like handing over a complete playbook to the video player, ensuring the ad displays perfectly across devices and platforms.

3. Tracking URLs pinged: measuring success

Once the video advertising starts playing, the video player pings the tracking URLs embedded in the VAST response at key moments:

• Ad start

• First quartile (25% complete)

• Midpoint (50% complete)

• Third quartile (75% complete)

• Ad completion

These pings send valuable data back to the ad server, enabling advertisers to measure impressions, engagement, and overall campaign performance. It’s how you know if your video ad is hitting the mark!

VAST in action

Here’s how it all comes together:

1. VAST request: A user hits play on a video, and the video player sends a request to the ad server.

2. VAST inline response: The ad server responds with an XML document containing the ad file and tracking details.

3. Tracking URLs pinged: As the ad plays, the player pings tracking URLs, recording key milestones, and delivering metrics back to the advertiser.

Why does it matter?

This seamless process ensures video ads are not only served correctly but also tracked with precision, giving advertisers the insights they need to optimize performance and maximize ROI. With VAST in action, your video ads are guaranteed to leave a lasting impression, literally and figuratively!

Versions of VAST tags

Here's a brief overview of the major versions of the VAST by IAB up to 2024:

These versions reflect the continuous evolution of VAST to address the growing and changing needs of digital video advertising. Do mind that the list above reflects only the major releases and that IAB continuously releases minor updates and fixes that improve the platform. 

Pros and cons of using VAST tags

When it comes to serving video ads, the VAST tag is a widely-used solution offering a host of benefits, but they also come with certain limitations. Here’s a closer look at what makes them valuable and where they might fall short:

Pros of VAST tags

1. Standardization across platforms:

   VAST provides a consistent format that ensures seamless compatibility across different video players, platforms, and devices. This standardization simplifies ad delivery in today’s fragmented digital landscape.

2. Streamlined ad serving:
   By utilizing a common protocol, VAST takes the guesswork out of serving video ads, making ad management and delivery much easier and instream for advertisers and publishers alike.

3. Versatile ad format support:
   VAST supports a variety of ad types, including:

   • Linear ads: Ads that play before, during, or after a video.

   • Non-linear ads: Overlay ads that run alongside video content.

   • Companion ads: Banner ads displayed alongside the video player.

4. Robust tracking and analytics:
   With features like impression tracking, quartile reporting, and ad completion rates, VAST enables advertisers to closely monitor ad performance and gain valuable insights into audience engagement.

5. Enhanced error handling:
   Built-in error reporting tools help identify and resolve issues with ad delivery, ensuring smoother operations and better user experiences.

6. Ad pods for monetization:
   VAST supports ad pods, allowing publishers to deliver multiple ads in a single break, maximizing revenue opportunities without disrupting the viewer experience.

Cons of VAST tags

1. Limited Interactivity: While the VAST tag is excellent for standard video ads, it lacks support for advanced interactive or rich media ads, which are often needed for more engaging and dynamic campaigns.

2. Compatibility Challenges: Older VAST versions may struggle to keep up with newer video players or advanced ad formats, which can necessitate updates or workarounds to maintain smooth ad delivery.

3. Potential Latency Issues: Depending on the configuration, VAST tags can sometimes cause delays in ad loading, which may negatively impact user experience and lead to viewer frustration.

A balanced perspective

VAST tags are a powerful tool for standardizing and simplifying video ad delivery while offering robust tracking capabilities and support for diverse ad formats. However, they may not be the best fit for highly interactive or complex ad campaigns and can pose challenges in setup and compatibility.

If your goal is to deliver high-quality video ads with reliable performance tracking, VAST is a great option. For interactive or rich media ads, though, pairing VAST with complementary solutions like VPAID might be the way to go. Let us take a closer look at the VPAID now.

What is VPAID?

The Video Player Ad-Serving Interface Definition (VPAID), developed by the IAB, is a standard designed to bring interactivity to video ads. By enabling video ad units to communicate directly with video players, VPAID transforms traditional ads into more dynamic and engaging experiences.

VPAID supports a variety of interactive features, such as:

• Clickable areas that direct users to websites or product pages.

• Interactive forms for collecting user input.

• Mini-games or animations to capture attention.

In addition to enhancing engagement, VPAID allows for detailed tracking of user interactions, providing advertisers with valuable insights into how audiences engage with their ads.

How VPAID works?

1. Initiating the ad call

The process begins when a user starts a video containing available ad slots. The video player triggers a request to the ad server specifically for a VPAID ad. Think of this as the player saying, “Bring me something interactive!”

This step ensures the player is prepared to handle an ad that goes beyond just playing a video. It’s about enabling an experience.

2. Receiving the ad response

The ad server responds with a VPAID ad unit, which is typically a piece of code written in JavaScript (or in older cases, Flash). This code acts as the blueprint for the interactive ad, containing:

• The ad media file. Video or animation.

• Scripts and functionalities to enable user interactions, like clickable hotspots, hover effects, or input forms.

This response equips the video player with everything needed to run an interactive ad smoothly.

3. Preparing the ad

Once the VPAID ad unit is received, the video player springs into action, loading and initializing the ad. During this stage, the ad and the player work together to set up the experience:

• Assets are loaded, such as images, additional scripts, or interactive elements.

• Event listeners are established to detect user interactions e.g., clicks, pauses, or hover actions.

• The ad unit ensures compatibility with the player’s environment, adapting to its layout and settings.

This stage is all about preparation, ensuring the ad is ready to grab the viewer’s attention without hiccups.

4. Tracking impressions

As the ad plays, the VPAID ad unit tracks key events and metrics in real time, including:

• Impressions: how many times the ad was viewed.

• Clicks: user engagement.

• Interactions: specific actions, like clicking a product or filling out a form.

These metrics are sent back to the ad server, giving advertisers the insights they need to measure performance, tweak strategies, and prove ROI. This robust tracking is one of VPAID’s greatest strengths, providing detailed analytics that go far beyond traditional ad metrics.

An example in motion

Here’s how VPAID works in a real-world scenario:

1. Initiating the ad call: A user clicks on a video, and the player requests a VPAID ad from the server.

2. Receiving the ad response: The server sends back an ad unit equipped with interactive features and tracking scripts.

3. Preparing the ad: The player loads and initializes the ad, setting up interactive elements and ensuring a seamless user experience.

4. Tracking impressions: As the ad runs, every impression, click, and interaction is logged and reported for analysis.

Why VPAID matters

VPAID brings ads to life, turning passive viewers into active participants. Whether it’s a clickable call-to-action, an interactive product showcase, or even a mini-game embedded within the ad, VPAID enables brands to connect with audiences in a more meaningful way.

Here’s why it’s a game-changer:

• Enhanced engagement: Interactive elements encourage users to engage directly with the ad, leading to higher recall and conversion rates.

• Detailed insights: Advanced tracking allows advertisers to gather precise data on user behavior and ad performance.

• Creative freedom: VPAID empowers advertisers to design highly customized ad experiences that stand out in a crowded digital landscape.

Versions of VPAID

Here is a table summarizing the key features of each version of the Video Player Ad Interface Definition (VPAID) up to 2024:

These versions reflect the continuous evolution of VPAID to meet the growing and changing needs of interactive video advertising.

Pros and cons of using VPAID

The VPAID tag brings interactivity to video advertising, offering a host of benefits while presenting certain challenges. Let’s break down its strengths and limitations to understand where it shines and where it falls short.

Pros of VPAID

1. Interactive and engaging ads:
   VPAID is designed for interactive and rich media ads, enabling features like:

   • Clickable elements that lead users to landing pages or product showcases.

   • Forms for capturing user input directly within the ad.

   • Mini-games or interactive animations that boost engagement.
     These elements transform passive viewers into active participants, helping advertisers leave a lasting impression.

2. Detailed metrics and analytics:
   With VPAID, advertisers gain access to granular data on user behavior, including:

   • Interaction rates (e.g., clicks, hovers).

   • Time spent engaging with the ad.

   • Completion rates and other performance metrics.
     These insights provide a deeper understanding of campaign effectiveness, enabling more informed decisions and optimization strategies.

3. Enhanced engagement and conversions:
   The interactive nature of VPAID ads can significantly boost engagement rates. By capturing users’ attention and encouraging interaction, these ads can lead to higher conversion rates and better overall ROI.

4. Versatility across formats:
   VPAID supports both Flash (historically) and HTML5, making it adaptable to a variety of platforms and devices. This versatility allows advertisers to reach audiences on desktops, laptops, and some mobile devices.

Cons of VPAID

1. Compatibility issues:
   Not all video players fully support VPAID, which can restrict its use.

   • Some platforms, particularly newer or mobile-first players, may lack the infrastructure to handle VPAID ads effectively.

   • This limitation can result in reduced reach or inconsistent user experiences.

2. Performance impact:
   VPAID ads often require more resources due to their interactive features, which can lead to:

   • Slower page load times: This delay can frustrate users and cause higher bounce rates.

   • Potential lag in playback: Heavier ads might interrupt the seamless viewing experience.

3. Limited mobile support:
   While VPAID offers versatility, some of its interactive features don’t translate well to mobile devices.

   • For instance, touch-screen interactions or specific animations may not work as intended.

   • This inconsistency can compromise the ad experience for mobile users, a growing segment of digital audiences.

Is VPAID right for you?

VPAID is great for advertisers looking to deliver immersive, interactive video ads that capture attention and drive engagement. However, its complexity and performance challenges mean it’s best suited for campaigns targeting platforms and audiences where these hurdles can be managed effectively.

For brands aiming to connect on a deeper level and gain richer data insights, VPAID remains a powerful tool. But for simpler, broader campaigns, a standard like VAST might be the more practical choice.

VAST vs VPAID: a comprehensive analysis of differences

Here is a brief overview of VAST and VPAID, highlighting their key differences:

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Final word: VAST or VPAID?

Both VPAID and VAST play critical roles in shaping the future of video advertising. While VAST offers a reliable and standardized framework for serving video ads across platforms, VPAID ad tags add an interactive layer that can captivate audiences and drive engagement. Choosing the right protocol depends on your campaign goals—whether you prioritize simplicity and compatibility or interactivity and engagement.

However, effectively implementing these protocols requires more than technical know-how; it demands a strategic approach and a deep understanding of the ever-evolving AdTech landscape. This is where partnering with a reliable AdTech provider makes all the difference.