Instream CSM Training Intro to VAST VPAID

Instream CSM Training Intro to VAST VPAID 7.9.13
©2013 DG Inc. All rights reserved

Agenda Team Video Members Offering Q & A

Team Video Members Nettie Tien Product Manager Shane Metzger
Mike Caprio VP of Video, Broadcast & Connected Devices Tony Rose Director of Video Solutions, Global Boaz Ram, Product Marketing Team Lead Nettie Tien Product Manager Shane Metzger Product Marketing Manager Bethany Cermak Publisher Certification Manager Eric Anderson Point Solution Specialist, NAM Eunice Lozano Video Agency CS, NAM (Campaign) Ivan Tadic Video Lead CS, NAM (Creative) Brian Mandelbaum Video Lead Agency Sales, NAM John Douglas S.Product Marketing Manager, DG Video Kristen Corey Video Lead, Pub Sales, NAM Yoni Trumper Video Lead, R&D

What is VAST Video Ad Serving Template
XML protocol that enables video ads to be served across compliant video players with no support for rich interactivity. (Non Interactive) sys.com/BurstingPipe/adServer.bs?cn=is&c=23&pl=VAST&pli= &PluID=0&pos= 9021&ord=[timestamp]&cim=1 Used with less interactive units (plain video, static images, etx) but can be used with more interactive ads. Tag is created in an XML file. Has default tracking built in. To clarify, this XML is basically a list of ingredients. It contains assets, URLs, and tells the publisher what should be displayed, but not necessarily how/when the content should be displayed. As a reminder, this is all up to the publisher and they have full control on how/when they display the content. So they take this XML, interpret into their video player, and serve the assets as they see fit. Each VAST tag is used differently by each site. So one tag we send to NBC will interpret the XML content differently than YouTube. This means the term “VAST compliant” is different for each site. VAST compliance is not a defined set of rules or standards set by the iab or the industry as a whole. So each site’s “VAST compliance” will vary.

How does VAST work? Video player Custom XML parsing
3 Custom XML parsing Publisher Ad Server Pixel reporting on impressions and activities 1 Pre-fetch ad request XML ad response 2 Secondary Ad Server Pixel reporting on impressions and activities 4

Instream Elements Linear Asset Non-linear Asset Companion Ad
Video that is pre, mid, or post-roll Non-linear Asset Text, image, SWF that runs simultaneously with the video content (i.e. overlay). Two types: 1) Bug – A logo that appears in one of the corners of the video on top of content. 2) Ticker – A creative that appears inside the video player (at the lower third of the page) on top of the content. Companion Ad Text, display ad, rich media or skins that wrap around the video experience. Typically run alongside or surrounding the video player. SSP Advertiser Publisher There are 3 basic VAST elements, linear asset, non-linear asset, and companion ad. MediaMind currently supports all of these elements. A linear asset is video that is pre, mid, or post-roll. Playing before, during, or after the feature content. A non-linear asset can be text, image, or SWF that runs simultaneously with the video content. Like the YouTube Angry Birds overlay example. A companion ad can be text, an actual display ad, rich media, or skins that wrap around the video player. These assets are usually surround the video player.

In Stream Ad Elements 5/29/20185/29/2018
©2013 Digital Generation Inc. All rights reserved 5/29/20185/29/2018

VAST Examples Linear Asset & Companion Ad Non-linear asset overlay
On the left we’ll see our linear asset is playing in the video player and the companion ad is below the player. On the right we see our non-linear asset overlay which is placed on top of the video player.

Elements and combinations
Linear only Linear + Companion Non Linear only Non Linear + Companion Linear + Non Linear Linear + Non Linear + Companion [Will be based off of what is certified] ©2013 DG Inc. All rights reserved

What is VPAID? Video Player Ad-Serving Interface Definition
Establishes a common interface between video ad units, enabling a rich interactive in-stream ad experience. ©2013 DG Inc. All rights reserved

How does VPAID work? VPAID stands for Video Player Ad Interface Definition. This enables interactivity between the ad and the publisher’s video player. This diagram is similar to our VAST process, but has a VPAID step. The ad request is made to MediaMind, MediaMind sends the VAST XML to the video player, once the video ad is displayed, this sends VPAID calls to the video player. Then the impression and activity tracking is sent to MediaMind and the publisher. VPAID methods are coded within the Flash asset.

VPAID Examples http://vpaid.mediamind.com/ Netflix VAD
Netflix AdAPPter format [Created in VAD] Here’s a simple VPAID example. So let’s say the user clicks to expand this ad. The ad will send a VPAID call to the video player to pause content. Once the content is collapsed, the ad sends a call back to the video player to resume the feature content.

Potential VPAID campaigns
Who do I contact if I have a potential VPAID Beta client? All VPAID campaigns are currently in Beta and must be approved by TeamVideo before confirming with the client. Please send the info below Advertiser Media Agency Creative Agency Rates Launch Date Volume Publisher List and/or Media Plan Creative Demos or Ad Formats Full-Service or Self-Service VPAID Beta? (If Self-Service: VAD, Workshop, Both?) ©2013 DG Inc. All rights reserved

In-Stream VAST on the MM platform – Ad Format & Elements
Currently, you can easily create an In-Stream VAST ad on the MediaMind platform. To create the VAST ad, you upload the video asset and or companions directly to the platform. No assets are prepared or uploaded with the workshop. DMP

In-Stream VPAID on the MM Platform – Ad Format & Elements

In-Stream VAST/VPAID on the MM platform – Placement Type
The trafficking process is basically the same workflow. You have to make sure the Placement Type is In-stream Video and the VAST Support box is checked. ©2013 DG Inc. All rights reserved

HTML Resource iFrame Resource Static Resource Companions
Publisher’s will accept companions in 1 of these 3 resource types: HTML Resource, iFrame Resource, Static Resource. MM supports all of these, but with certain rules and exceptions. ©2013 DG Inc. All rights reserved

Simple CompanionsSimple/Advanced Companions d Companions
Simple Comp - CreativeView tracker is now available in “custom interactions” report. Simple Companion supports Static Resource XML: ©2013 DG Inc. All rights reserved

Advanced Companion supports HTML/IFRAME Resources.
The Advanced Companion Metrics are counted as a seperated Ad in the system since they are within their own placement. Advanced Companion supports HTML/IFRAME Resources. XML (iFrame Resource): ©2013 DG Inc. All rights reserved

Advanced Companions XML (HTML Resource):

Limitations Do not have access to custom scripts since the VAST tag is displayed within the publisher's video player Cannot upload VAST ad through Workshop (i.e. Linear FLV with companion must be uploaded manually on the MM platform) ©2013 DG Inc. All rights reserved

Analytics Support – Tracking and Serving
Custom Interactions Regular Interactions Description Ad format Not supported Impressions, Clickthrough Tracks in stream served by other ad server In-Stream Tracking Supported Impressions, Clickthrough, Replay In stream , using SWF files . In-Stream VPAID - using SWF files In stream , support VAST, using FLV/Videos files . In-Stream with VAST ©2013 DG Inc. All rights reserved

Engagement Reports>Detailed Video metrics

Limitations Analytics reports do not support the "CreativeView" tracking event [We now support this and can be found in custom interactions reporting] Engagement Reports> Custom Interactions Metrics Currently the "Set As Companion" option only allows the user to select 1 ad ID at a time. [Fixed. Can now choose more than 1] Analytics reports do not support the time-based metrics such as Dwell. The current ad format accepts only Flash files using ActionScript3. central/in%20stream%20bugs%20limitations%20known%20issues We do not support time-based metrics like dwell, timer. We only accept SWFs using AS3 We previously did not support targeting, but a recent test campaign with a dynamic video company called Impossible Software has confirmed that our targeting capabilities do indeed work for VAST ad formats. ©2013 DG Inc. All rights reserved

VAST / VPAID Certification
Dedicated certification team Send certification request to Currently certified with 609 VAST / 253 VPAID publishers 2-3 weeks for VAST/VPAID We have a dedicated certification team that works closely with publishers to get VAST certified. Tal Goori leads this team. Bethany Cernak is Team Lead in the US Please send all certification requests to ©2013 DG Inc. All rights reserved

Certification Process
All certifications are managed through quickbase. –[CRM – old tool] Please be sure to look at certification notes closely. Even though we have many sites certified, not all of them are certified with the same elements. So one site may be certified to display linear assets and companions and another site may only be certified for just linear assets. ©2013 DG Inc. All rights reserved

Instream CSM Training Intro to VAST VPAID

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