Cloud content company Brightcove has updated its Video Cloud online video platform Smart Players with new support for HTML 5 video. 

The Video Cloud Smart Players now support the VAST 2.0 advertising standard for HTML5 video, and provide turnkey integration with Googles DoubleClick ad serving solutions. 

This new support allows publishers to monetise video content and drive revenue across HTML5-compatible devices, says the company. 

“The complexity associated with publishing video across HTML5-compatible devices continues to grow, as the distribution of operating systems and browsers used by these devices has become increasingly fragmented,” says Ashraf Alkarmi, director of product management at Brightcove. “Our Video Cloud Smart Players ensure that content is accessible across all devices and operating systems without sacrificing the stability and consistency required for reliable advertising and analytics.”

The new Video Cloud Smart Players overcome inconsistent playback through a range of new features, says the company. A new HTML5 Abstraction Layer automatically adapts the video experience to account for operating system and browser inconsistencies, allowing reliable playback and execution of advertising and analytics logic, while a Universal Player API presents a set of software interfaces that are consistent across video experiences implemented in HTML5 and Adobe Flash.

The features are compatible with the latest versions of iOS and Android. 

Brightcove has partnered with Google to enable Googles DoubleClick ad management technology to serve ads to Brightcove customers for both HTML5 and Adobe Flash, regardless of the device or operating system version a consumer is using to access the content, and Googles group product manager Rany Ng says: “Were particularly excited to partner with Brightcove to offer an integrated and efficient HTML5 video monetisation experience for publishers. This is one of the many areas where Google is investing to help publishers deliver more engaging advertising experiences and increase the value of their video content.”

For more information on Brightcoves HTML5 video solutions, head to the Brightcove Learning Center HTML5 video page. The company is also hosting a webinar on 2 November called What You Need to Know About HTML5 Video Performance and Compatibility. Click here to register.