Video content is popular for online advertising. However, visitors often find video ads disruptive. 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 avoid alienating visitors due to a poor 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.
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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 as the most intrusive ad types. Therefore, all pre-roll video ads longer than 31 seconds must have a way for visitors to skip the ad within the first 6 seconds of the ad playing.
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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 and frustrating ads. The current guidelines suggest that autoplay video ads should only be in silent mode with the sound intentionally activated by the visitor.
VAST and VPAID
Video Ad Serving Template (VAST) is a script for video players to run video ads on partnership ad servers. Adform supports the VAST 2.0, VAST 3.0, and VAST 4.2.
Video Player Ad Interface (VPAID) is a script for video ads to interact with video players, with the added capability to support 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:
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File Types |
.mp4, .mpg, .mov, .webm, .ogv, .mpeg, .m4v, .mkv |
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Max File Size |
1 GB for pre-roll ad video files uploaded for conversion 100 MB for all other video files |
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Audio Format |
Stereo MP3 or ACC preferred |
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Sampling Rate |
48,000 Hz (standard) or 96,000 Hz (professional) |
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Video Codec |
When using the MP4 video format: H.264 (recommended) Optimize for Web viewing and generate progressive scan with no interlacing |
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Ad Formats |
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Bitrate |
Pre-roll video files uploaded for conversion can be converted to bitrates from 600 kbps (360p) to 3000 kbps (1080p Full HD). Other video files might support higher bitrates. |
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Resolution |
Recommended Full HD (1080P) |
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Companion Banners |
File Types: .png, .jpeg (.jpg), .gif Ad Sizes: 1024x768, 970x250, 320x480, 300x250, 300x600, 1x1 (and possible custom sizes depending on the placement) |
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 providers 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 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 getting a registered ad ID. You should 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:
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Once you send the tag to inventory sources for approval, you can no longer replace the ad in that tag.
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You can't use a registered ad ID for dynamic or rotator ads.
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You can use your unique registered ad ID only for a single tag.
Adform currently supports the following ad registries:
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Ad Registry |
Country |
Supported VAST Versions |
ID Format |
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United Kingdom NoteUK 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:
NoteThe clock number must follow the provided format, including the slashes ( / ) separating the three parts of the clock number. |
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Italy |
VAST 4 |
The CUSV (Codice Unico Spot Video), also known as Auditel Spot ID, consists of 14 alphanumeric characters, for example, ABC123D4E567GH. |
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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:
For example: ABCD1234567H. |
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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. |