Monthly Archives: February 2011

In Steam Video Advertising + Video Content + Website

To explain the relationship of these three things, let’s image a scenario first. You are working for a big media company, editorials in your company think it would be cool if you have a video content on your website, sales people think it’s a marvelous idea to have an additional ad inventory pruned on the video content. Of course, you are the person who is managing website. Your task is to meet everyone’s requirements and make the dream come true. Alright, it’s not a “Dream”, it’s an easy job in these days. Let’s find out how easy it is.

First of all, you need a video player set up on your website. There are two ways to set it up. You can set it up internally and pay a server to host your video content. Alternatively, you can use a professional video service provider. What you do is to upload you video content to their server and pay the monthly service fee. Service provider, such as Brightcove, Vzaar, has excellent system.

Second of all, you should have an ad server which can help you manage you advertising. Some company is using free ad server management system, such as OpenX, Google DPF Small Business. OpenX has functionality to manage Inline Video Ads (pre/mid/post-roll). Unfortunately, DFP Small Business doesn’t support Inline Video Ads, unless you have your video ad in HTML format or JavaScript, subsequently, it will be very difficult to provide precise report analysis. Most of paid ad servers support In Stream Video Ads, such as Google Dart for Publisher, Atlas, AdTech, 24/7 Media etc.

Here is a normal picture drawn in majority of documentations (IAB) or websites to explain how the whole procedure works once you get the above two steps done on your company.

In_stream_video_advertising

The explanation of each steps are following:

1.       1. The player makes an ad call to the ad server;

        2. The ad server responds with an ad XML;

      3.The player retrieves the ad media and renders it

   Note: The advanced ad media requires a set of parameters from the player, and may interact with the player using an API.

P.S.

To clarify one of the confusion, Video Service Provider doesn’t support the hosting of advertising assets, including video ads. Therefore, if you want to have In Stream Video ad appearing your video content, you do have to have an Ad Server.

In a word, you can user Video Service Provider to manage your video content, but they can help you to manage you advertising.