Video advertising is sweeping the advertising industry in a big way. It is becoming a larger piece of advertisers’ budgets and publishers’ digital strategies. One of the foundational ingredients for executing digital video is VAST.
VAST, aka Video Ad Serving Template, is a standardized way to serve commercials within a video player on a website. The template has been utilized since it's introduction in 2008 and is the preferred method for delivering in-line video ads. The VAST template streamlines the video process overall, and Flite simplifies the act of compiling VAST tags.
In 2016, advertisers are projected to spend over $32 billion on digital display advertising to engage new customers and strengthen brand loyalty. Unfortunately, a large percentage of this spending will be wasted, since many ads will go unnoticed or are blocked entirely.
Ishin USA sits down with Flite CEO, Giles Goodwin, to learn more about Flite's emergence onto the digital marketing scene and Giles' vision for CMPs.
Within the digital advertising community, the death of Adobe Flash was queued-up by browser side initiatives that strived to improve the user experience while browsing the web. Since these announcements by browsers such as Chrome and Mozilla, there have been shifts on the demand and supply side of the advertising ecosystem. DoubleClick will prohibit, come July, Flash creatives to be uploaded and no longer allow Flash to be served across their platforms starting next year*.
From ad fraud and viewability, to ad blocking and a variety of other industry problems, it is clear that there’s something wrong with the digital advertising industry. While the industry recognizes this it is playing the blame game rather than fixing the issues.
It is abundantly clear that video is top of mind for every marketer, publisher, and platform in digital advertising. According to a recent eMarketer piece, US digital video ad spending is predicted to reach $28.08 billion in 2020, up from a projected $9.90 billion in 2016. These estimates make video the fastest-growing category on mobile, on desktop, and overall for the next four years. The current challenge with video advertising is how to better personalize and optimize video ads, at scale, to drive awareness and results. And the answer to solving this conundrum is the Creative Management Platform (CMP).
Whether you are a brand, publisher, creative or media agency, the speedy adoption of new creative technologies has undeniably become key to achieving both user-experience and monetization success. As a frontrunner in today's digital ad game, The New York Times has a knack for just that.
Over 400 tech providers and publishers “roughed” it and gathered in Vail from March 30-April 1 for Digiday’s 2016 Publishing Summit. While this conference possessed stereotypical elements standard digital advertising events, the various shuttles and hotel check-ins, coffees, cocktails and oxygen bar, there was something different about this one. Everyone there has skin in the digital publishing game and all sincerely want to improve the digital experience, including Flite. Throughout the three days of sessions, meetings, and networking there were three main themes: social platforms, ad blockers, and improving the user experience.
We all know that digital advertising is in a pivotal moment in its existence - lackluster creative and ad-filled digital real estate has opened the door for ad blockers to become more and more widely adopted. This has made marketers, publishers, and agencies everywhere pause and reprioritize the creative that goes into their grandiose, data-driven media plans. The era of creative management and true 1:1 marketing has arrived and it is here to stay.
