Nowadays, video production has upped the ante, continuing to win the hearts and minds of the audiences and making them cherished and happy. Thus, video production is thriving day by day and making a good impact on the companies by not only uplifting their brand images but also helping them in enhancing their bank balance too. These days, online publishers are opting for various advertising methods and are inventing new advertising formats which can generate enough interests among the viewers and increase the advertising revenue.
Video ads are basically served and tracked by a video ad server. Usually, an ad server is a web server that stores various information about the ads like display banners, video ads etc. and also ensures that the ad is shown every time when someone tries to open up a web page. An ad server can track ad displays and produce the statistical reports. Based on predefined criteria, the servers can selectively display the ads to the visitors of a site.
Types of ad server: The markets are crammed with two types of video ad servers and they are,
- Publisher ad servers or local ad servers: These types of servers generally serve ads through the website’s own servers. For example, an ESPN’s ad server will only serve ads across espn.com, espn.com/football, etc. With this type of server, the publisher certainly has a lot of power and control over the context and situation in which each ad is presented.
- Third-party ad servers: On the other hand, a third-party ad server can serve ads in multiple channels and websites. They basically provide the advertisers with a single and centralized control centre from which advertisers can circulate and rotate their ads across the internet or the digital media.
Usually, publishers prefer an ad server which they can control in their own way, but advertisers are always trying to convince them even the most premium broadcasters to go for a third-party ad server.
How does an ad server work?
The working process of an ad server is not at all facile rather it’s quite serpentine. Ad serving works depending on the type of your ad, the format of the ad (like desktop, mobile devices, or tablet, etc.), and the way that particular ad has been sold (programmatically or manually).
Generally, online video ads are served via a third-party ad server such as DoubleClick or MediaMind. The main video ad is wrapped up along with any static banners and tracking pixels into a larger piece of code which is known as a tag.
Now, the ad server gives the tag to various publisher websites and is able to track delivery and performance for all of them. Generally, two types of tags are there and they are VAST and VPAID. VPAID tags are intricated and have more advanced measurement capabilities in terms of viewability and engagement. While, on the other hand, VAST tags are simple and hence, most publishers (like YouTube) accept these tags. In the mobile video, mobile VAST is ruling, but still, some publishers and advertisers are switching to MRAID (similar to the mobile VPAID).
Now, you have a plenty of knowledge regarding a video ad server and how it works. So, this is the high time that you should climb to the bandwagon of video production and utilize its benefit for your business.