Yesterday I posted the recent Video Ad Summit keynote interview with Brian Lesser, CEO of GroupM North America, in which he articulated some of the key challenges facing advertisers today: consumers are harder than ever to reach, data is becoming more valuable, workflows and media buying need to be simplified and agencies need to be more streamlined, among other things.
Video ad tech providers are well aware of these imperatives and this week, 2 new partnerships that were announced (one between YuMe and Mediaocean and the other between DataXu and Teads), along with a new strategic consulting initiative announced by SpotX, all pick up, in one way or another, on the points Brian made.
Teads, which pioneered the outstream video ad format that has been widely emulated, is being acquired by Altice, the multinational telecom provider. The purchase price is up to 285 million Euros, or approximately $307 million, with 75% paid at closing and the remaining 25% based on Teads’ 2017 revenue performance. Teads’ Executive Chairman Pierre Chappaz and CEO Bertrand Quesada will continue leading Teads.
For Altice, which previously acquired and combined 2 large U.S. cable TV providers Cablevision and Suddenlink over the past 2 years, creating the 4th-largest player in the industry, the Teads deal is a bid to increase its advertising footprint, which the company said will be 700 million Euros or nearly $650 million per year.
Outstream video ad leader Teads has acquired Brainient, whose dynamic creative optimization (DCO) technology enables personalized, interactive video ads. Terms were not disclosed. Brainient aims to deliver customized ads tied to a user’s profile including their geo-location, device, time of day and other contextual information.
Looking to capitalize on the growing interest in virtual reality, outstream video ad specialist Teads has introduced inRead 360, a new outstream video ad format offering 360-degree viewing and engagement.
The 360-degree format is meant to give advertisers a more immersive format that also complements premium content. Teads said that users can interact with the inRead 360 ads, viewing the creative from different angles, by moving their mobile device or clicking and dragging when online. 360-degree video, which doesn’t require a special headset, is often characterized as a step toward full virtual reality.
Seeking to further educate the market about the benefits of outstream video advertising, ad tech provider Teads has unveiled a first-of-its-kind programmatic outstream accreditation program for ad agencies and trading desks.
Teads was a pioneer in outstream ads, which are video ads that play against non-video inventory. Given the high expense of creating premium video content and its scarcity, outstream ads have become a hugely popular way for premium publishers to monetize their content.
Eager to unlock the full value of their audiences, premium publishers are tapping into programmatic, using data and a variety of tools. At the recent SHIFT // 2015 Programmatic Video & TV Ad Summit we dedicated a session to exploring how this is all unfolding. Among the topics discussed was how programmatic aligns with direct sales, the evolving role of measurement, how to aggregate across all platforms and much more.
The session included Trent Anderson (Senior Director, Client Solutions, FreeWheel), Jason Barnett (Head of Programmatic, Teads.tv), Jason DeMarco (Director, Programmatic and Audience Solutions, A+E Networks) and Jana Meron (VP, Programmatic & Data Strategy, Business Insider), with Tim Hanlon (Managing Director, FTI Consulting) moderating. Follow the link below to watch the session video (31 minutes).
Looking to help publishers tap into high-CPM video advertising, 33Across has launched Real Video outstream and interstitial 15 and 30-second ad units, which can be run against text, image and other non-video inventory (see examples here). The units are sold programmatically and are 100% autoplay and viewable because they appear fully in view for a minimum of 5 seconds before a user is able to close and skip them.
Teads, which specializes in “outstream” video ads, has partnered with Moat for real-time analytics on viewability for outstream video campaigns powered by Teads. Outstream video ads such as Teads’ “inRead” format can run against text-based content, thereby creating brand-new inventory for premium publishers.
Because inRead ads only play when in view on the screen for a defined amount of time, their viewability is already strong. Teads has advocated for stricter viewability. The Moat partnership gives Teads a custom dashboard to display video ads that have been completed. Teads said that early implementation has shown viewability and attention are nearly double Moat’s viewability benchmarks.
Teads has reported that revenue from its programmatic outstream video ads grew 300% in January-August 2015 vs. the same 8 month period in 2014. Outstream video ads are inserted in text and other content and play when in view by the user. As such, outstream opens up huge new volumes of ad inventory for publishers who don’t have to create expensive video content tin order to access video ad demand.
Watch an ad longer and all kinds of effectiveness measures should increase. That’s a pretty bankable assumption. But in a world where viewers are going to great lengths to avoid ads, just getting them seen and paid attention to have become huge challenges. For example, earlier this week a report from Adobe and PageFair estimated that publishers are now foregoing $22 billion per year due to increased use of ad blocking software.
All of this has triggered a range of new video ad approaches to deliver improved monetization. One of them is “outstream” video ads, where the video ad plays outside of the video stream, instead running in a text article, newsfeed or slideshow, as opposed to instream (i.e. pre-roll, mid-roll or post-roll). I’ve been a fan of outstream ads for a while as I think they unlock lots of new premium inventory for publishers while balancing the viewer experience.
Teads has announced this morning that its "outstream" video ads are now compatible with Apple's iOS for mobile web. Teads' outstream video ad units can be inserted in text articles on the mobile web and begin to play as the user scrolls the page. They stop playing when the user scrolls past them. This results in 100% viewability.
This past March Teads released its mobile SDK allowing outstream ads to run in mobile apps. But until now outstream ads could not run on mobile web in iOS because the device's full screen native player is force-launched, rather than allowing video ads to be viewed in-page.
More affirmation that advertisers and agencies are shifting spending to video: a new Forrester survey has found that 77% of advertisers and 70% of agencies plan to increase their video ad spending in the next 2 years. In addition, 73% of media companies plan to offer more video inventory to meet demand.
The data is based on a survey Forrester conducted of 529 executives at advertisers, agencies and media companies in 8 countries, including the U.S., for a report commissioned by Teads.
Looking to benefit from the rising tide of mobile device usage, video ad tech provider Teads.tv has extended its inRead video ad format (also called "outstream") to mobile via a new SDK. With the new SDK, content providers can place inRead video ads within their mobile apps. The format's big differentiator is that it runs against text articles, slideshows and news feeds, essentially unlocking tons of new high-quality inventory for lucrative video ads.
Video ad platform Teads has raised $30 million, half of which is an equity investment from existing investors Gimv, Partech, Elaia and BPI, with the other half in a mid-term line of credit from Bank of China, HSBC, BNPP and BPI. The new funds are intended to accelerate technology development and expand in the U.S. plus new areas including Brazil, Russia, South Korea and Japan.
Teads is a supply side platform, which counts among its customers The Washington Post, Reuters, Forbes, The Telegraph, The Guardian and many others. Advertisers that have used Teads include AT&T, Cartier, Gucci, Microsoft, Nestle, P&G, Samsung and Volkswagen, among others.
Teads.tv, a provider of innovative video ad units, has raised $5.2 million in a Series A round by Partech Venture and Elaia Partners. As I wrote several months ago, Teads' big differentiator is that it enables premium text-based web pages to carry video ads as well. So in other words, rather than a premium publisher having to create expensive video in order to tap into the booming demand for online video ads, it can monetize existing web pages this way. the video ads only become visible when a pre-determined about of content has been consumed. Teads ads can also run in slideshows, music, video and social media.
Teads.tv, a French ad tech provider, has an interesting solution to the scarcity of premium video ad inventory: enable premium text-based web pages to carry video ads as well. In-page video ads and rich media units have been around for a while for a similar purpose, but Teads.tv's "InRead" unit is a different approach that I believe nicely balances advertiser concerns about viewability and performance with publisher/user concerns about experience.