“Cookies”, small files on devices which contain client-side information about users which sites can access, were already facing a challenge from the way that modern consumers now use digital media – which is to say, via a multitude of devices.
And new moves are rendering the cookie toothless:
“Today as it stands in the United States, only 44% of all impressions have cookies associated with them, which means that well over half of them do not,” says Jim Daily, the North America CEO for Teads, an ad-tech firm whose software allows publishers to insert video ads in text material.
“What that means is no cookie-based targeting optimizations, no multi-touch attribution, no frequency capping.
“There needs to be a change in how we’re targeting as an industry.”
Daily spotlights two of the candidates to replace cookies as vital targeting technology…
“We can target at the household level based on the authenticated IP address and see what type of programmes (people) are watching and target a specific programmer to those households that might be heavy consumers of a competitive product. And then we can track on the back if they actually tuned it or not.”
“Our AI has been, I’m seeing every ad impression we’re delivering associating the brand and that impression to the context of the article in which it’s being delivered and determining which content performs best for what type of advertisers.”
]]>Over the last few years of media evolution, many brands have moved in to new formats by simply re-using their old creative.
That doesn’t cut it, says Jim Daily, Teads president, in this video interview with Beet.TV.
The executive’s company is best known as the company which brought you out-stream, the video advertising format which serves auto-playing video advertising between text paragraphs in news stories.
But Teads also launched Teads Studio, a software suite built on Teads’ acquisition of Brainient, which allows ad agencies to create richer and more interactive ad experiences using the same raw campaign materials.
“The mobile video ecosystem has been a bit broken, frankly, since it’s inception,” Daily says.
“And it’s been broken because people have been taking standard 15 and 30 second television assets and distributing them to a mobile audience.
“The anticipation of the consumer of getting more of a personalized, intimate experience on their mobile phone, is much higher than on television.”
Daily thinks the ad industry is overdue a lurch back to creativity.
“Over the last six or seven years, there’s been a huge increase in programmatic activity across our industry,” he says. “There’s been a huge increase in terms of data-driven marketing across our industry.
“But somewhere in there, we lost a bit of feel for the consumer and engaging the consumer with sensational creative. We can deliver really strong, unique, creative experiences to the consumer.”
If similar chatter at this year’s Cannes Lions ad industry gathering is anything to go by, it may actually come to pass.
You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos form our series, visit this page. Please find all our coverage from Cannes 2019, right here.
]]>But Teads doesn’t want to be a one-trick pony.
In this video interview with Beet.TV, Jim Daily, Teads president, explains how the vendor is branching out from out-stream.
“That’s what people have known us for traditionally,” Daily says. “But now we’re starting to serve significantly more types of ad formats into that ad slot outside of video.”
Daily explains Teads Studio, a software suite built on Teads’ acquisition of Brainient, is enabling display ads with interactivity and animations.
“(It) takes standard assets and makes a much more immersive and interactive experience with those assets,” he says. “A brand will send us a repurposed TV spot and an asset pack.
“Our engineers and developers and creative strategists will then take that, make beautiful interactive overlays and cards. Something as simple as that, to doing very advanced AR executions that we syndicate out to our publisher platform.
“It utilizes animated and .gif technology to create a more engaging user experience that, when somebody scrolls, there’s animation within the ad format. When somebody moves the phone, there’s a rotation effect in interactivity with this display format. So basically taking all of the interesting innovations that we accomplished in video and moving it to display.”
In fact, Daily says more than half of all ad impressions served by Teads are interactive ads.
The company also offers Teads True Visits, a performance ad system in which advertisers only pay when they receive a web visitor that had not already visited within the previous 30 days.
]]>By and large, those ads run on publisher sites. But Teads, one of several vendors behind the technology that supports outstream, doesn’t want to stop there.
It has been working to spread the format on to the big new mobile content standards being rolled out by two tech giants.
“We’ve been working with them as the native video or outstrip partner at the forefront of trying to create a better mobile experience,” Teads north America Jim Daily tells Beet.TV in this video interview:
Google’s Accelerated Mobile Pages standard aims to slim down bloated web pages – one cause of consumer frustration that drives ad blocking – whilst Facebook’s Instant Articles does the same but keeps the content in a Facebook walled garden.
]]>Now, it seems, some customers are getting confused about which viewability trackers are right.
“As viewability becomes more and more a transitionary element of how people are buying media, one of the most important things is going to be a unified measurement structure,” according to auto-playing video ad tech company Teads’ USA president Jim Daily, in this video interview with Beet.TV.
“You have some fantastic companies out there, that we work with quite a bit, that are tracking viewability. Sometimes, we’ll see that, for the same impression on the same publisher, these three companies have very different results.
“The faster we can get to a point that everybody can have the exact same standards, the standard we can get to truncating on viewable impressions.”
Daily is echoing the views even of IAB US CEO Randall Rothenberg, who told Beet.TV in April: “There are 17 accredited viewability vendors in the field and at least a dozen more in the pipeline to be accredited by the MRC. This proliferation of vendors has been an utter obstacle, they’ve just confused everybody.”
Beet.TV partnered with Teads for events on the yacht and sponsored this series of videos.
]]>Speaking with Beet.TV, North America GM Jim Daily expects “more expansion” this year: “We’ve opened up in the US. We’re going to be expanding further in to Canada and some other key markets. We’ve expanded in to Asia, with Seoul, Singapore and Japan.”
Teads claims to help web publishers, many of which find video production hard, meet advertiser demand for video inventory by placing auto-playing video ads between text paragraphs, alleviating them of the need to produce video to house pre-rolls.
Half of the new investment comes as venture from Gimv, Partech, Elaia and BPI, while the other half is a credit line from Bank of China, HSBC, BNPP and BPI.
Daily was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder and CEO Ashley J. Swartz.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>But how successful can this model be when readers can simply scroll past the video ads to silence and hide them?
“Our click-through rate (CTR) is 3% to 5% on average, because we’re giving users the choice – you can scroll past the unit, it stops playing,” Teads north America GM Jim Daily acknowledges. “Very basic performance metrics (like CTR), I don’t necessarily think tell the story.”
Daily reckons other marketing judgements are more appropriate: “What I really subscribe to is purchase intent, brand association, are you going to recommend this brand to a friend?’
“When we put Teads up against our competitive set or against industry benchmarks (on those)… every single time at this point, we’re outperforming all industry benchmarks.
Daily was interviewed at Beet.TV executive retreat.
The event is sponsored by AOL and Videology. Find more videos here.
]]>CHICAGO — “Native” advertising gathered a head of steam in 2014 but, with as many definitions as there are people trying the technology, what do some leading ad tech execs think makes the concept tick?
“There are a lot of different definitions of ‘native’ advertising,” according to outstream ads technology vendor Teads’ US GM Jim Daily. “The type of outstream units that you might see in the marketplace can be considered ‘native’ in their application because of the contextual relevancy.”
In a Beet.TV panel, Daily gave an example of a financial services provider which had deployed a two-minute video about home refinancing: “Making sure we’re putting a video in the correct contextual environment adds value to the consumer.”
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“It’s a similar experience to what we see on TV,” North America MD Jim Daily of Teads tells Beet.TV in this video interview.
“The limitations are that, when a brand is buying TV spots, they’re associated with a specific show – that content doesn’t exist nearly as much in the digital realm. Only 4% of video is ‘premium’ – nearly 100% of television content is premium.”
Teads tries to tackle this by allowing premium text publishers to sell auto-playing video ads between their editorial paragraphs, thereby growing the overall inventory base for advertisers who want to reach consumers pre-disposed to purchase.
Daily was interviewed by Elaine Boxer, director of industry initiatives at the IAB, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>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.
]]>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.
]]>“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.
]]>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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