How do you choose the best VAST tag for your video campaign?

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Video advertising is a powerful way to reach and engage your target audience online. But to run a successful video campaign, you need to choose the right VAST tag for your creative and inventory. VAST stands for Video Ad Serving Template, and it's a standard format for delivering video ads across different platforms and devices. In this article, we'll explain what VAST tags are, how they work, and how to choose the best one for your video campaign.

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Paid Media & Programmatic Expert | AdTech | Executed +$30 Million Dollar…
Aleksandar Sasha Jovicic

Chief Executive Officer at Executive Digital
Raghu Chaitanya

Performance Director | Programmatic Head | DV360 | Adwords | Social

1 Types of VAST tags

VAST tags are XML files that contain information about the video ad, such as the duration, the URL, the tracking events, and the fallback options. There are different types of VAST tags depending on how the video ad is delivered and displayed. Inline tags contain the full video ad content and can be played directly by the video player. Wrapper tags contain a reference to another VAST tag, which can be either inline or another wrapper, allowing for multiple ad servers and networks to be involved in the delivery process. Redirect tags contain a URL that points to another VAST tag, enabling dynamic ad selection and optimization.

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Raghu Chaitanya

Performance Director | Programmatic Head | DV360 | Adwords | Social
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Choosing the best VAST (Video Ad Serving Template) tag for your video campaign involves considering several factors to ensure compatibility and optimal performance. VAST is a standardized protocol used in digital video advertising to communicate between ad servers and video players. Identify the specific ad type and format you intend to serve (e.g., linear video ads, non-linear overlays, companion banners). Ensure that the VAST tag supports the desired ad format. Ensure that the VAST tag complies with Interactive Advertising Bureau (IAB) standards. Adhering to industry standards enhances the likelihood of compatibility across various platforms and players. Ensure that the VAST tag complies with Interactive Advertising Bureau (IAB) standard

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Paid Media & Programmatic Expert | AdTech | Executed +$30 Million Dollar Campaigns
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Understanding VAST tags is key to optimizing video ad delivery and performance. Inline tags simplify ad integration by including all necessary details within the tag, streamlining playback. Wrapper tags offer flexibility, enabling layered ad delivery through multiple servers or networks, which can be advantageous for complex campaign setups. Redirect tags facilitate dynamic ad selection, enhancing personalization and relevance by pointing to other VAST tags. Each type of VAST tag serves a unique purpose, and selecting the right one depends on your campaign’s needs for ad complexity, optimization, and delivery efficiency.

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Mohd Aquib Jameel

Digital Marketing @Google
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When choosing the best VAST tag for your video campaign, consider these tips: Match Ad Formats: Ensure the VAST tag supports the ad formats you want (e.g., skippable, non-skippable). Check Compatibility: Verify the tag works with your ad server and video player. Test for Errors: Use tools to check for issues like broken links or incorrect parameters. Review Tracking: Confirm the tag includes tracking for metrics you need (e.g., views, clicks). Evaluate Performance: Choose tags from reputable providers known for good ad delivery and performance.

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2 Benefits of VAST tags

VAST tags provide several advantages for video advertisers and publishers, including compatibility, flexibility, measurement, and scalability. These tags enable video ads to run on different platforms and devices that support the VAST standard. Additionally, they allow for various creative formats and features, such as interactive or linear ads. Furthermore, VAST tags enable tracking and reporting of key metrics like impressions, clicks, completions, and viewability. Lastly, these tags simplify the ad delivery and management process as they can be easily integrated with programmatic media buying platforms and tools.

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Paid Media & Programmatic Expert | AdTech | Executed +$30 Million Dollar Campaigns
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VAST tags are vital for seamless video ad integration across platforms and devices. Their compatibility ensures ads are viewable in various environments, enhancing reach and effectiveness. The flexibility of VAST tags supports diverse ad formats, including interactive and linear options, catering to different campaign needs. Their robust tracking capabilities enable precise measurement of key metrics like impressions, clicks, and completions, providing valuable insights into ad performance. Additionally, VAST tags streamline the ad management process, facilitating easy integration with programmatic platforms and optimizing campaign efficiency.

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3 Challenges of VAST tags

VAST tags can present a few challenges for video advertisers and publishers, such as complexity, latency, and compatibility. Creating, validating, and troubleshooting VAST tags can be especially challenging when they involve multiple wrappers and redirects. Additionally, VAST tags can increase the loading time and buffering of the video ad when multiple ad servers and networks are involved. Furthermore, VAST tags may still encounter compatibility issues with certain video players, browsers, or devices if advanced creative features or formats are included.

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4 How to choose the best VAST tag

When selecting the best VAST tag for your video campaign, you need to take several factors into account. Your campaign objective will influence the type, format, and length of your video ad, as well as the tracking events and metrics you need to measure. Additionally, the specifications and features of your video ad should be considered, such as if you have a single or multiple versions, a backup image or a companion banner, and interactive elements or extensions. These will help determine the size, quality, and complexity of your VAST tag. Lastly, you should consider where you want to run your video ad, such as if you have direct or programmatic deals with publishers or networks and access to premium or remnant inventory. This will help decide the availability, quality, and price of your VAST tag. By taking all these factors into consideration, you can choose the best VAST tag that meets your creative, inventory, and performance requirements.

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Aleksandar Sasha Jovicic

Chief Executive Officer at Executive Digital
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Don’t forget to validate your VAST tags. The Video Suite Inspector, which was developed by Google devs is recommended by Ad Manager to validate VAST tags. While the chances are very small, there could be bugs in your code, meaning, it can be anything from a problem with companion sizes to being unable to source the media file, to whether the ad response is compatible with an SDK.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you choose the best VAST tag for your video campaign?

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1 Types of VAST tags

2 Benefits of VAST tags

3 Challenges of VAST tags

4 How to choose the best VAST tag

5 Here’s what else to consider

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