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BizReport : Blogs & Content archives : April 11, 2012

Releases to push video to the forefront

Two new releases on the video front could have more brands looking at online video as an option. From the IAB and vzaar, the releases help brands put the best message forward while maintaining brand integrity across the online spectrum.

by Kristina Knight

From the IAB, a new video suite has been set up complete with ad templates, multiple ad playlists and player-ad interface definitions. The suite is a comprehensive update to their in-stream VAST and VPAID specs.

Steve Sullivan, Vice President, Ad Technology, IAB said, "These specs help creativity flourish by making it easier for companies to buy and sell video ad inventory while allowing marketers to deliver in-stream interactive video ads with the confidence that consumers will always receive a consistent viewing experience across different media players."

The Video Ad-Serving Templates (VAST) allow ad servers to use a single ad response across multiple servers while the Video Player-Ad Interface Definition (VPAID) enables a richer ad experience and delivers detailed event reports back to the advertiser. Finally, the Video Multiple Ad Playlist (VMAP) is new and offers content owners the ability to suggest ad break locations.

And, from vzaar, a branded video page design feature for video advertisers. The page design feature allows brands to create player pages for their business, helping to maintain the brand message across all of its online channels.

"Branded Video Pages serve as a home base for your video content. Every video receives a totally customizable webpage available immediately upon upload that is designed with one purpose: to showcase your work," said Dan Rees-Jones, Head of Customer Support at vzaar. "This is extremely valuable to any business with video to share - they do not need to build an entirely new page on their own site to deliver cuts to clients for approval, share content on Twitter and Facebook, or circulate company training videos internally."

Businesses or website designers can customize the pages - down to the color scheme - to include logos, links and special offers; some schemes can also be directly imported from Twitter accounts.

Tags: IAB, online video, video advertising, video content, video trends, vzaar

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