Here are some basic concepts to review before using DFP Video. (Learn more about DFP Video.)
Video content
If you have videos on your website, video ads are a way to increase your revenue. You can think of online video advertising in the same way as television advertising: Just as ads appear on TV during your favorite show, you can serve ads against video content on your site. Users see the ads when they navigate to your site to watch video content, such as the latest episode of a series.
Video players
One basic component of video advertising is a video player. Without a video player, neither video content nor video ads can show on your site. Video players can be provided by a vendor or custom-built for a specific site.
Video ads vs. display ads
The Internet Advertising Bureau (IAB) categorizes video ads and display ads differently. There are three main differences:
- Impression counting: Unlike display ads, where an impression is counted once the ad is requested, video ad impressions aren't counted until the video ad starts playing. Counting the video ad impression later ensures a more accurate impression count in the event that the user navigates away from the page due to a slow connection speed, a change in interest, or other reasons.
- Tracking events: Impressions and clicks are the main metrics for display ads, but video ads can use many more tracking events, such as mid-point, first and third quartiles, video completes, and VAST errors.
- Where the ad serves: Before a video creative is served onto a webpage, the video player (a SWF file) is already on the page playing editorial content. The video creative (a FLV file) serves directly into the player. Rich media creatives are different: Before a rich media creative is served onto a webpage, the ad slot is an empty space. The creative (a SWF file) is served directly onto the page, and a video is embedded in the SWF.
Video ad formats
Video ads fall into two large categories: linear ads and non-linear ads. DFP Video supports both categories.
- Linear ads appear before, after, or during a break in the video content (otherwise known as pre-roll, post-roll, or mid-roll).
- Non-linear ads appear along with the video content. Overlays, a common non-linear ad format, cover part of the video as it plays.
DFP Video also includes support for companion ads, which can display on the page along with the video player.
To learn more about ad formats, see the IAB guidelines.
Using Google's DFP Video module
Along with the basic concepts outlined above, here are a few things to know about DFP Video.
- Google IMA SDK integration: The Google Interactive Media (IMA) SDK (Flash/HTML5) enables publishers to display linear, non-linear, and companion ads in interactive media content such as videos, games, and audio streams. We strongly recommend that your video player be integrated with the IMA SDK because it supports VAST and VPAID along with additional advanced ad formats. You can use one of the approved players that's already integrated with the IMA SDK, or you can integrate the IMA SDK with your own player. Learn about the benefits of using the IMA SDK.
- Google video ad tags: Video ad tags contain all the information required for a video ad request, including information about the master video ad and, if applicable, its companion ads. The video ad tag collects this information within DFP. Our Help Center provides documentation about video ad tags.
- VAST (Video Ad Serving Template): VAST is the IAB's standardized format for tracking video ads. DFP Video uses VAST to display ads, so your video player and ad response must be VAST compliant. To verify this, you can use the VAST Inspector. (In order to be IAB-compliant, every tag in a VAST chain must point directly to VAST XML. HTTP redirects are not supported.)
- VPAID (Video Player-Ad Interface Definition): VPAID is a standard that allows a video ad and a video player to communicate with each other. For example, VPAID would allow an interactive overlay ad to interrupt video content playback when the user interacts with the ad. DFP supports VPAID-compliant creatives. Learn more about VPAID.
Get started with DFP Video
If you're currently using DoubleClick for Publishers, talk to your account manager about getting started with video ad serving. Once you have the video module enabled, refer to our getting started guide for more information.
If you're interested in more background information, the IAB provides comprehensive information about video advertising. For a list of helpful references, check out the IAB's digital video resources.