AD TECH INSIGHTS
by Roman Vrublivskyi
Posted on Aug 8, 2023
Benefits of Using VAST Tags for B2B Programmatic Advertising Campaign
by Roman Vrublivskyi
by Roman Vrublivskyi
In today’s complex digital advertising ecosystem, businesses need effective tools to streamline processes and maximize the impact of their ad campaigns. One of those is the Video Ad Serving Template, or VAST tag.
Developed by the Interactive Advertising Bureau (IAB), VAST tags are standardized scripts that ensure the smooth delivery, management, and tracking of video ads across various platforms and devices.
In the realm of B2B programmatic advertising, the implementation of VAST tags can serve as a catalyst for campaign success. With their ability to simplify ad operations and provide rich tracking metrics, these scripts allow advertisers to reach decision-makers effectively.
In this blog post, we’ll explore the benefits of using VAST tags in your programmatic advertising B2B campaigns and provide a step-by-step guide on implementation and troubleshooting.
B2B (Business-to-Business) programmatic advertising is a rapidly evolving space within the digital marketing sector. But what is B2B programmatic advertising? At its core, B2B programmatic advertising is the automated buying and selling of online advertising space, tailored specifically towards businesses rather than individual consumers.
This sophisticated digital tool leverages algorithms and machine learning to automate the purchase of ad space, targeting key decision-makers within businesses through digital channels. It not only streamlines the ad buying process but also helps reach a professional audience in real-time, thereby optimizing ad performance and efficiency.
This process of automated bidding on advertising inventory in real-time, during the millisecond a webpage is loading, is what makes programmatic advertising a highly efficient tool. The real-time bidding (RTB) system allows for seamless and instantaneous ad space purchases on the backbone of data-driven decisions.
Now, let’s delve into how programmatic advertising plays a crucial role in reaching target audiences effectively as a part of a B2B Internet marketing strategy.
Precision targeting B2B programmatic advertising can access and analyze vast amounts of data about online users’ behavior. These insights allow marketers to target their advertising campaigns at a granular level, focusing on the specific business segments that are most likely to be interested in their products or services.
Programmatic advertising tools are equipped with real-time analytics that provide continuous feedback about campaign performance. This data allows advertisers to optimize their campaigns and tweak their ads to ensure they’re reaching the right audience, at the right time, and in the right place.
By automating the ad buying process and using algorithms to decide where and when to place ads, programmatic advertising can help businesses make the most of their advertising budgets. It eliminates the need for manual negotiation and purchasing, reducing the risk of human error and wasted ad spend.
B2B programmatic marketing isn’t confined to a single digital channel. It encompasses a wide range of platforms, from websites and social media to mobile apps and video content.
This multichannel approach ensures that businesses can reach their target audience wherever they are online, increasing the likelihood of engagement.
B2B programmatic advertising represents a sea change in how businesses reach their target audience.
By automating the ad buying process and optimizing campaigns in real-time, programmatic advertising ensures that businesses can deliver the right message to the right people at the right time.
Its data-driven, multichannel approach allows for precise targeting and effective budget utilization, making it a crucial tool for businesses looking to connect with other businesses in the digital age.
Boosting the success of your B2B programmatic advertising campaign doesn’t have to be a shot in the dark. It’s all about leveraging the right strategies for B2B programmatic ad optimization to ensure your ads reach the right audience, at the right time, and in the most engaging way.
The intricate nature of programmatic advertising in B2B marketing necessitates a thoughtful, data-driven approach, and optimizing your campaign is a critical component of the process.
Here’s a list of key tips for optimizing programmatic advertising for B2B:
There are channel-specific considerations to take into account as well when designing B2B programmatic targeting strategies. If you’re running video ads, consider Video Ad Serving Template (VAST) tags in B2B programmatic advertising campaign management to ensure your ads are delivered and tracked correctly across platforms.
Before defining their benefits, let’s look into what are VAST tags. Video Ad Serving Template (VAST) tags are a pivotal tool in the world of digital advertising, especially when it comes to video B2B programmatic ad campaign management.
Developed by the Interactive Advertising Bureau (IAB), VAST tags are a form of XML script used to structure ad tags that call video content and tracking pixels to serve video ads correctly across various platforms. These tags play a crucial role in ensuring standardized communication between video players and ad servers.
In the following section, we explore five core benefits of deploying VAST tags for B2B programmatic advertising campaigns.
VAST tags simplify the ad delivery process, allowing advertisers to seamlessly serve video ads across multiple platforms and devices. These standardized tags ensure that video ads are delivered correctly, regardless of the technology stack, enhancing the efficiency of ad operations.
A major advantage of using VAST tags is their capability for accurate B2B programmatic ad tracking. These tags provide robust tracking metrics, including impressions, clicks, and video-specific metrics like quartile views, which are crucial in evaluating the performance of your video ads. With this data, you can gain better insights into how your ads are performing and make necessary adjustments for optimization.
VAST tags can be used alongside other targeting technologies, making them a key asset for improving ad targeting. By integrating VAST with programmatic technologies, you can deliver more personalized video ads to specific segments of your B2B audience, thereby enhancing the relevance and impact of your campaigns.
With VAST tags, your video ads can reach a wider audience across various platforms and devices, including mobile, desktop, and connected TV. This expanded reach means that your B2B campaigns have a greater chance of connecting with the right decision-makers, wherever they are consuming content.
Lastly, VAST tags contribute to a more seamless user experience. Because they ensure that video ads are displayed properly and load quickly, they help to minimize disruptions and maintain a positive experience for the user. In a B2B context, a smoother viewing experience can make a significant difference in building trust and brand awareness.
As you plan on running a programmatic ad for B2B, utilizing Video Ad Serving Template (VAST) tags is crucial for the successful delivery and tracking of video ads.
However, the process of implementing these tags can seem complex for those unfamiliar with it.
We would like to support advertisers with a clear, step-by-step guide to help you understand how to implement VAST tags into your B2B advertising campaign.
We will also offer some handy tips for troubleshooting and optimizing your VAST tag implementation, ensuring your campaigns run smoothly and effectively.
First, decide on the video content you want to advertise and identify the ad server you’ll be using for your campaign. This server will provide the VAST tags needed for your campaign.
On your chosen ad server, set up your B2B programmatic ad campaign parameters such as targeting, budget, and duration, then generate the VAST tag for your campaign. This XML script includes all the essential information about your video ad, including the media file’s location, ad tracking URLs, and more.
Once your VAST tag is generated, it needs to be integrated into video player. This is typically done by inserting the VAST tag URL into your video player’s ad settings.
Before fully launching your campaign, test your VAST tag to ensure that it works correctly. Use a VAST tag validator tool to check if the tag is formatted correctly and if the video ad plays as expected.
Once testing is complete and you’re confident that your VAST tag is working as expected, it’s time to launch launch media trading. Ensure that ads are displaying correctly and tracking is working.
Despite careful preparation, you may encounter issues with your VAST tag implementation. Common problems include the video ad not playing, tracking issues, or video playback errors. In these cases, always start troubleshooting by validating your VAST tag. Also, make sure your video player is compatible with the VAST version you’re using.
For optimization, pay close attention to the data your VAST tags provide. If certain metrics underperform, such as completion rate or click-through rate, consider adjusting your video content or targeting parameters. Always remember, the key to successful programmatic B2B ad campaign is continuous testing, analyzing, and optimizing.
If you’re looking to gain more control over your advertising operations while maximizing your ad revenue, the Smart-Hub white-label ad exchange may be an optimal solution among B2B programmatic ad platforms.
SmartHub offers you the unique opportunity to establish your own branded ad exchange, eliminating the middleman and giving you direct access to advertisers and publishers.
One of Smart-Hub’s key features is its seamless integration with VAST tags, which ensures accurate delivery and tracking of video ads across multiple platforms. Additionally, it comes with a real-time bidding system, superior targeting capabilities, and detailed analytics, specifically tailored to enhance your video ad campaign performance.
And if you are interested in an affordable and easy-to-start DIY ad exchange solution, pay attention to SmartHub Basic which was created for ambitious tech companies, startups, freelancers, ad networks, and SSPs of all sizes and budgets.
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