Study on video ad server and its features

Video advertising is an act of delivering the audiovisual ads in desktops and mobile websites. This type of advertising is gaining popularity among the business sectors. The main reason for its fame is it can reach the customers faster than the other forms of the ad serving. Today, people are interested in watching online videotapes every day thus serving video ads in it would be beneficial for the advertisers.To serve video ad formats, a publisher or an ad agency should possess a video ad server. It is a user-friendly platform for both advertiser and publisher. It is capable of delivering the ads to targeted customers and can review the progress of the ads plus prevents fraudulent clicks. It commonly uses IAB supported ad formats like in-stream (linear and non-linear) and companion banner.Video Ad formatsIn-stream ads - Linear and non linearLinear or inline

• Linear ad format is divided into pre-roll, mid-roll and post-roll.
• The pre-roll ad is played in the beginning of the videotape.
• The mid-roll ad is played in between the videotape.
• Post-roll plays the ad at the end of the videotape.
• The duration of the linear ads is 15-20 seconds.
• Linear ads are non-skippable ad format.

Non linear ads or overlay ads

• Non-linear ads show the ad banner over the playing video and when the user click on it, the ad will be played by resuming the playing video.
• Overlay ad format supports text, image and SWF file types.

Companion banner

Companion banner displays an image at the side of the video player and plays the pre-roll advertisement in the player.

• The image or ad banner redirects the visitor to advertiser's website when it is clicked.
• The original videotape will be played at the end of the advertisement.
• The ad duration can be enabled in the player for user convenience.

Features    Targeting

• Contextual targeting- It examines the META keywords present in the website and highlights those keywords for advertising. When the visitor mouse hovers it, the relevant ad that matches the keyword will be shown.
• Geo-targeting- It delivers the ads based on consumer city, state, region, and postal address.
• Browser targeting- It targets the customer based on browsing history and browser version.
• Profile targeting- It reaches the consumer based on their age, gender and other personal details.

Revenue reporting

• It tracks the amount spent by the advertiser and earned by the publisher in a cyclic manner.
• The collected details are generated as reports for user reference.
• The data collected for reporting are payment status, revenue status, pay in, payouts and commissions.

Video Ad Performance Statistics

• It tracks the status of the video advertisement by collecting the data like the number of viewers watched it, skipped it and made an impression on it.
• The gathered information is used to generate statistical reports for ad performance.
• This report benefits the advertiser to enhance the ad views and to earn more revenue.

Network statistics

• It maintains a detailed record on impression and clicks made on the particular advertisement.
• It also has a separate statistical record for publisher earnings and advertiser's performance.
• The statistical report can be viewed by the admin of the ad network.
• Individual report for advertiser and publisher will be shown in the respective user accounts.

Fraud detection

• It detects the fraudulent clicks and impressions made on the advertisements.
• The detected clicks are informed to the advertiser to avoid unnecessary payment.
• It prevents hackers and anonymous users from the publisher's website

Source : articlesbase.com