I am excited to announce that Microsoft Advertising has enabled VPAID ads across MSN, MSNBC, and the Microsoft Advertising Video Network. VPAID is an IAB-standard technology that dramatically enhances storytelling for video advertisers by letting people interact directly with the video ad, instead of just watching it.
VPAID stands for Video Player Ad-Interface Definition. It is the language between the video player and the video ad. For more details, check out the IAB website.
We’re excited about VPAID because it not only drives interactivity, it also helps with ad sequencing, and dynamic creative optimization (DCO). Ad sequencing reduces waste and enables creative storytelling by enabling brands to tell a progressive story without repeating themselves. And with DCO, video advertisers can provide more relevant offers and messages to consumers by leveraging audience data and real-time optimization.
VPAID is another example of Microsoft Advertising collaborating with the industry to make it easier for brands to launch digital campaigns at scale. Advertisers can create one VPAID campaign and scale it quickly across multiple publishers. Microsoft Advertising has already certified seven partners to serve VPAID across our US display offerings, with international markets soon to follow. Our partners include MediaMind, PointRoll, Mixpo, Adotube, Innovid, Vindico, and Tremor.
Check out the demo featuring Nordstrom provided by our partners at Mixpo. In this example, the location of the nearest store is dynamically populated within the ad unit. This VPAID solution allows users to click through not just to the advertiser’s website also to two different social destinations. And that’s just one example. VPAID is revolutionizing digital video advertising, bringing rich interactivity to advertisers and consumers in the fastest-growing segment of digital advertising.
Jennifer Creegan – Microsoft Advertising