Guidelines for Video Ads

Greta
Greta
  • Updated

Video content is popular for online advertising. However, visitors often consider video ads as a disruptive experience. This is especially true when a video distracts them from their goal (such as reading a news article). Therefore, there are some guidelines for video ads to not alienate visitors due to a bad ad experience.

In-stream and Outstream Guidelines

In-stream video ads involve ad placements within a video. Even though in-stream video ads are vulnerable to ad blockers, they remain popular. Outstream video has an advantage over in-stream video because it delivers video ads anywhere with no limits related to ad placements.

  • In-stream Video: Linear video ads (such as pre-roll, mid-roll, and post-roll) are among the most popular video ads delivered within video content. However, visitors consider long pre-roll ads that can't be skipped and all mid-roll ads among the most intrusive ad types. Therefore, all pre-roll video ads longer than 31 seconds must provide a way for visitors to skip the ad within the first 6 seconds of ad play.

  • Outstream Video: Originally, outstream video ads got visitors’ attention by launching an autoplay video with the sound on. However, visitors find such videos to be the most distracting ads and frustrating. The current guideline suggests that autoplay video ads can only be in silent mode with sound intentionally activated by the visitor.

VAST and VPAID

Video Ad Serving Template (VAST) is a script for video players to run video ads in partnership ad servers. Adform supports the VAST 2.0, VAST 3.0, and VAST 4.2.

Video Player Ad Interface (VPAID) is also a script for video ads to interact with video players, but it allows rich media. With VPAID, because of rich media, advertisers can gather information about how visitors interact with their video ads. Adform supports VPAID 2.0 for any standard video banner.

Video OTT/CTV

Over the Top (OTT) video ads are advertisements delivered through Connected TV (CTV) platforms, including game consoles, streaming devices, and smart TVs, as well as other digital devices like desktops and mobile phones.

Video Guidelines

For video ads, use the following guidelines:

File Types

.mp4, .mpg, .mov, .webm, .ogv, .mpeg, .m4v, .mkv

Max File Size

100 MB

Audio Format

Stereo MP3 or ACC preferred

Sampling Rate

48,000 Hz (standard) or 96,000 Hz (professional)

Video Codec

When using the MP4 video format: H.264 (recommended)

Optimize for Web viewing and generate progressive scan with no interlacing

Ad Formats

Aspect Ratio

Recommended Size

Minimum Size

16:9 (Recommended)

1920x1080 pixels

640x360 pixels

4:3

640x480 pixels

480x360 pixels

Bitrate

(Low 360P) 600 - 3000 kbps (1080P Full HD)

Resolution

Recommended Full HD (1080P)

Companion Banners

File Types: .png, .jpeg (.jpg), .gif

Ad Sizes: 1024x768, 970x250, 320x480, 300x250, 300x600, 1x1 (and possible custom sizes depending on the placement)

Ad Registration

Adform supports the use of registered ad IDs for VAST video ads, as defined by the IAB Tech Lab in the Ad Creative ID Framework (ACIF). These unique IDs are generated by ad registries and ensure that a video ad can be recognized across different platforms. In addition to identification, the registered ad ID might store ad metadata. Adtech vendors can request the metadata and use it in ad decisioning. While ad registries have existed for some time, the ACIF aims to standardize the use of these different registered ad IDs. This standardization supports a wide range of use cases, such as frequency capping, competitive separation, cross-platform measurement, and creative reconciliation.

Different ad registries have their own processes for submitting video ads and obtaining a registered ad ID. Follow the specific steps provided on each registry's website to ensure proper submission. Typically, these steps involve uploading the video ad, filling out the required metadata, and completing any necessary compliance checks. After a successful registration, the ad registry generates a unique ID for the ad. After obtaining the registered ad ID from the ad registry, you can enter it in the tag edit section under the Ad Registry field to associate the video ad with its corresponding ID.

Considerations when using registered ad IDs with video ads:

  • Once you send the tag to inventory sources for approval, you can no longer replace the ad in that tag.

  • You can't use a registered ad ID for dynamic or rotator ads.

  • You can use your unique registered ad ID only for a single tag.

Adform currently supports the following ad registries:

Ad Registry

Country

Supported VAST Versions

ID Format

Clearcast

United Kingdom

Note

UK broadcasters accessed through FreeWheel SSP require advertisers to submit a Clearcast clock number with their VAST tags.

VAST 2, VAST 3, VAST 4

The Clearcast clock number format is AAA/BBBB123/456, where:

  • The first three letters are the Agency Code. Clearcast assigns this part of the number to you after you register with their service.

  • The four letters and three numbers in the middle are for information that's relevant to you. Use the four letters to identify your client or product. Use the three numbers to identify the ad you submit, for example, "001" for the first ad, "002" for the second one, and so on. You can also use different numbering, as long as it contains three digits.

  • The three digits at the end are the duration of the video ad. For example, if you want to submit a 30-second ad, the number at the end must be "030".

Note

The clock number must follow the provided format, including the slashes ( / ) separating the three parts of the clock number.

Auditel

Italy

VAST 4

The CUSV (Codice Unico Spot Video), also known as Auditel Spot ID, consists of 14 alphanumeric characters, for example, ABC123D4E567GH.

AD-ID

United States

VAST 4

AD-ID code contains 12 alphanumeric characters. It must start with four letters followed by seven or eight numbers or letters, where:

  • Each code begins with a 4-character prefix which is licensed to a specific advertiser.

  • After the prefix is the 7-character code.

  • An H or D may follow the code if there is a specific media definition.

For example: ABCD1234567H.

ARPP

France

VAST 4

The ARPP's Pub-ID format is XX_XXXX_XXXX_XXXX_0000_000_D, where X is alphanumeric, 0 is numeric, and D is D or F. For example: AB_C123_D4E5_67GH_0000_000_F.

Services that allow access to TV-like content delivered over the internet, bypassing traditional terrestrial TV formats. OTT services can be accessed via CTV, as well as through apps on other devices with an internet connection, such as smartphones and tablets.

Addressable (TV or video), Connected TV

Any television with an internet connection (for example, a smart TV).

Addressable (TV or video), Connected TV, Over-the-top

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