At the IAB’s Digital Video Marketplace Event, Google announced its support for the latest set of video advertising guidelines — VAST and VPAID. This means that Google will be implementing VAST 3.0, VPAID 2.0 and VMAP 1.0 across its video advertising products.
“VAST and VPAID — are like the unified transportation system for video advertising. Together, these three guidelines strengthen the video advertising infrastructure already adopted by most participants in the video ecosystem,” wites Payam Shodjai, Product Manager, Video Monetization.
“VAST and VPAID define a common language that unifies the diversity of the video advertising industry: Flash and HTML video players, ad networks and exchanges, mobile devices and connected TVs, 30 second spots and interactive overlays,” Shodjai writes.
The Video Suite also adds support for skippable ads, podding, in-ads privacy notices and ad sequencing, while offering greater clarity around compliance and mobile scenarios. Here’re the benefits that you expect from VAST 3.0, VPAID 2.0 and VMAP 1.0:
- If you’re a publisher, interoperability will improve and you’ll be able to accept a wider set of video ad formats with less technical work. The new error codes will also help with troubleshooting of third party served ads.
- If you’re an advertiser, the Video Suite allows you to create more engaging brand stories that reach a wider audience across all devices. You’ll be able to take greater advantage of skippable ads, which offer new pricing models focused on performance.
- If you’re a vendor, the technical details of these specs really matter, and we’ve provided much more clarity around the compliance requirements for video players and ad servers.
Take a trip down memory line with this infographic: (click to enlarge)
In other YouTube news, YouTube Live today celebrate its first birthday, with following new features:
Wirecast for YouTube Live is a free software for YouTube partners and allows to produce and stream professional-looking live events directly to YouTube from your desktop. “It allows capture and switching between multiple video and audio sources, roll in of media files and images and add live effects and overlays,” explains YouTube.
If you’re enabled for livestreaming, you’ll see a link to download Wirecast for YouTube in your YouTube account.
New publishing flows and real time analytics: “You now have a guided flow to set up and preview live events before you go live. You can also see real time access to data like playbacks and concurrent viewers of your live streams by geography and format,” YouTube said.
Monetize live streams with advertising or paid options. “A live event can be claimed in the new video manager like any other video and monetized with instream ads or paid options where you can set price by country,” the YouTube team said.
And, to learn more about YouTube Live, visit this Help Center and check out youtube.com/live.
Also, today Google gave the final call for the next superstar “vloggers.” “Applicants have one more week to apply to become one of sixteen promising vloggers to take part in three months of intimate educational workshops held on Google+ Hangouts,” YouTube notes.
“Each vlogger will receive $5,000 worth of video equipment and more than $10,000 worth of promotion on and off YouTube. Participants will also receive mentoring from industry experts, such as iJustine, one of the most successful vloggers and content creators on YouTube!,” YouTube said.
Also, April 9th, that marked the White House’s annual Easter Egg Roll — Google posted video footage of the kids rolling eggs, President Obama reading of his favorite book, “Where the Wild Things Are.”
Watch it below, particularly starting at 1:15 when Obama really gets into character, letting out a pretty epic “wild rumpus” roar. Even Bo gets in on the action.
You can also compare it to his reading of the same book from last year: