Producing enough video against which to put ads on can be costly. Teads’ inRead ad format lets text publishers benefit from marketers’ demand for video advertising by inserting auto-playing videos between their paragraphs. Company clients include Forbes, Conde Nast, New Corp, Reuters, the Washington Post, the Financial Times. Le Figaro and others, Quesada says.
He says September 2014 revenue was up 100% from a year earlier: “We believe we have the potential to be a billion-dollar company.”
]]>They were interviewed by Collective Digital Studio SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before video content; they play between text paragraphs, meaning advertisers can place video ads even where there is no video.
“Q4 could come in really handy when our top publishers are completely sold out,” GroupM subsidiary Xaxis’ trading manager Sarah Warner tells Beet.TV in this video. “It’s inventory we can access that otherwise wouldn’t exist.
“Q4 is when it’s really going to pick up. We’ll really need to tap in to out-of-stream video.”
Warner was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>Sales VP Anthony DeMaio tells Beet.TV in this video that the title recently enlisted French ad tech firm Teads, whose technology inserts auto-playing pre-roll ads in between text paragraphs.
“I find myself constantly walking down to the editor’s office, saying ‘We don’t have enough inventory!’,” DeMaio says. “It’s very expensive to create a lot of video right now.
“Our chairman Jacob Weisberg was recently in London and saw the Teads platform – he called us immediately because he knew the situation with regard to inventory.
“We’re doing roughly 50 to 70 articles a day at Slate, which equates in to four or five million page views. We’re (effectively) doing four to five million pre-roll video stream. The potential is limitless.”
DeMaio was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>According to Ebuzzing and Teads North America MD Jim Daily: “The user sitting there, forced to sit through a 30-second preroll is sitting there saying, ‘I hate this brand – I have to watch this video, this isn’t a good experience for me. There’s a chance it will actually have negative connotations.”
Teads, which recently merged with Ebuzzing, inserts video ad units between article text paragraphs that auto-play if they are in-view during scrolling by readers.
Daily, in this video, says a campaign for one electronics manufacturer recently yielded an impressive four to six percent click-through rate – higher than the pre-roll norm because, by virtue of auto-playing, more engaged users are clicking through. “If somebody decided to watch the ad, they’re probably more likely to click it,” he says.
Daily was interviewed by Collective Media SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>So video ad tech vendor Teads is helping publishers turn their existing assets in to video ad opportunities, with its ad formats like inRead that inserts auto-playing video ads in content publishers do have plenty of – text articles.
Following Teads’ recent merger with Ebuzzing, Rebecca Mahony, chief marketing officer of the combined outfit, says: “We’ve come up with the idea of out-stream video advertising, outside of pre-roll.
“We have to make sure people understand what that means,” she tells Beet.TV. “Once you explain what it means, it makes sense. We’re always thinking one step ahead, trying to do things that are different.”
We spoke with her at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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“We work with Xaxis, Accuen, Vivaki and these trading desks to build our specific, high-quality marketplaces,” according to the company’s north America GM Jim Daily.
“Our programatic side of the business is straight video units where you just need an MP4 or YouTube link to go live in 10 to 15 minutes… that business will shift subtly to programmatic over the next two to three years … 30% programmatic and 70% managed serves in a year or two.”
Daily was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“Publishers can put preroll ads in front of the videos content they create,” says the companies’ North America GM Jim Daily. “But a finite number of impressions are available – they sometimes struggle to get people to watch their videos.”
Teads’ video ad formats let publishers easily embed video ads, even if their stock in trade is text, not video.
“The outstream opportunity is potentially limitless – hundreds of millions of dollars year in the US in the next year,” Daily adds. “For publishers, the revenue is extraordinary, in terms of what they could be bringing on.”
Current publishers using the platform include Reuters, Slate, Washington Post, Newsweek, The Economist, CNBC and Forbes.
Brands include Audi, Samsung, Mastercard and Chanel.
Ebuzzing & Teeds is sponsoring a Beet summit this week on video “beyond the pre-roll” hosted by Mindshare.
]]>Ebuzzing, which was co-founded by French web entrepreneur Pierre Chapaz, and Teads, a French ad tech firm bringing new formats to market, say they are combining to form a group with over 300 employees in 10 countries.
Speaking at Beet.TV’s annual executive retreat in Vieques, Puerto Rico, this year, Ebuzzing US GM Jim Daily said interactive ad formats could solve publishers’ “viewability” dilemma by encouraging viewer engagement. Teads has tried to give video advertisers opportunities that extend beyong limited pre-roll inventory, by letting publishers embed video ads in to text articles.
In their announcement today, the pair said combined turnover will grow from $70 million in 2013 to more than $100 million in 2014. They plan to go public on the Nasdaq in 2015.
]]>The company’s product set includes a range of video ad formats, such as social ads, expandable units, custom overlays and more.
For ad planning purposes, the Ebuzzing technology scans two million Web sites in five languages for conversations and brand mentions to then determine the best places to serve video ads depending on the desire KPI. Some ads will be measured on completed videos, some on engagement within the ad unit and some on social sharing. The use of social video formats is expanding, he adds.
Ebuzzing delivered a profit in 2013, the second year in a row, the company said last month. Its US revenue checked in at $67.5 million, for a 31% increase year over year with video ad revenue up 41% to $61 million.
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One easy way to uncover viewability may be for advertisers to use interactive ads that demand engagement, rather than pre-roll ads which are passive, suggests US GM Jim Daily of video and social ad tech firm Ebuzzing.
“The majority of the video dollars are going to pre-roll,” Daily says. “If you give the consumer a op to engage with advertisements, they will or will not. Our clients should only pay for the consumers that say ‘Yes, please advertise to me’. All our ad units are all user-initiated… expand to full-screen.”
Previous research has shown ads engaged with by users yield brand uplift over passive ads.
Ebuzzing was co-founded by French web entrepreneur Pierre Chapaz, who previously sold Kelkoo to Yahoo.
Daily spoke with us at Beet.TV’s executive retreat at Vieques, Puerto Rico.
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