Saatchi & Saatchi Italy is the new communication partner of Euro Digital Equipment, the company which has invented and produced iPrex, the digital rosary for iPhone and SmartPhone.

Thanks to 15 years sound experience in partnership with CEI (The Italian Catholic Church), Saatchi & Saatchi is now collaborating with Euro Digital for the creation of Prexcommunion.com, a new on line community devoted to praying together, in addition to working on the iPrex application.

The campaign will be on air in TV, press and Internet.

The relationship between Faith and Technology, particularly with the new digital communication instruments of the internet era, has generated great interest for the Catholic Church. This led to the organization of a conference on "Faith & Technology: a convergence in support of prayer", which took place in Loreto on 19 November, where both Fabrizio Caprara, CEO Saatchi & Saatchi, and Silvio Meazza, Saatchi & Saatchi’s Head of Interactive presented a preview of these new projects.

The lightning-quick pace of innovation in digital video ad platforms and tools has resulted in divergent technologies and systems that impact the successful deployment of advertising campaigns. To resolve this friction point and continue its leadership role in standardizing digital video the Interactive Advertising Bureau (IAB), today released “VAST 2.0”, an update to the Digital Video Ad Serving Template that it created in July 2008 to standardize the communication protocol between video players and servers. The announcement was made at the IAB’s annual Ad Ops Summit in New York City.

VAST 2.0 includes critical updates that:

Permit optional tracking of companion ads and other ad elements

Provide support for multi-part creative

Allow for a broader range of digital video ad products

Clarify many technical requirements to ease implementation


“As more and more marketers embrace digital video for its ability to engage consumers and showcase brands, standardization is critical,” said Jeremy Fain, VP Industry Services, IAB.

“VAST 2.0 will allow publishers who use it to be able to plug into multiple third-party digital video ad servers and networks without additional development, making it easier for marketers to reach large audiences through digital video.”

“By standardizing ad serving on VAST we can open the floodgates of agency media spend and allow publishers to maximize their yield per video view,” said Ari Paparo, Group Product Manager, Advertiser Products of Google.

“Vast 2.0” is the latest addition to the IAB’s work over the past year dedicated to creating a common infrastructure across the digital video ecosystem. The IAB’s efforts have addressed specific concerns around technology, metrics and consistent terminology. This ongoing initiative has included the release of the following documents:

Video Player-Ad Interface Definitions Guidelines (VPAID)

Digital Video Overview Document

Digital Video In-Stream Ad Format Guidelines and Best Practices

Digital Video In-Stream Ad Metrics Definitions


All of these documents can be reviewed here.

To review “Vast 2.0,” please click here.