NEW YORK, June 26, 2014 /PRNewswire/ -- Ebuzzing announced today the launch of inRead Mobile, following the success of its inRead desktop advertising format.
inRead Mobile dramatically increases the amount of mobile video inventory available to advertisers, giving them an alternative to other less engaging and expensive traditional formats such as pre-roll.
The inRead format places video ads in the heart of relevant editorial content, creating a rich experience for consumers. The video will play only when completely visible and when the device is connected to WiFi. As with inRead desktop, inRead Mobile guarantees advertisers that their messages are seen. The format's Cost Per View billing is triggered only after minimum viewing time, meaning advertisers only pay for completed views.
inRead Mobile is especially important as just eight percent (8%) of skippable video ads are completed on mobile devices, according to the Mobile Marketing Association. Ebuzzing's inRead Mobile has been developed to ensure that advertisers' videos are 100% visible by only playing when the full video unit can be seen on mobile devices.
As Americans now own four digital devices on average, and 84% percent of American smartphone and tablet owners say they use their devices as second-screens while watching TV at the same time, according to Nielsen1, mobile advertising is more important than ever. 44% of US online consumers owned tablets as of December 2013, up 6 points from a year earlier, according to Consumer Electronics Association estimates2, and Americans spent an average of 34 hours on their mobile devices per month as of December 2013, according to Nielsen3.
"Mobile is rapidly catching up with TV in terms of consumer media consumption," said Paul Coggins, VP Mobile, Ebuzzing. "Brands are very aware of this but until now there was little they could do, due to a lack of premium mobile video ad inventory and technical challenges. inRead Mobile changes this by letting advertisers serve video ads to premium publishers at scale."
For publishers, inRead Mobile is a more effective way to boost revenues, with the perfect video advertising format for text-based pages, creating additional video advertising inventory with high scalability and added value.
Coggins adds, "The reaction to inRead Mobile from premium publishers has been hugely positive. They are seeing consumers using tablets and smartphones while watching TV, and want to offer advertisers a way to reach these consumers with high quality video ads on their mobile sites. inRead Mobile removes the headache of having to create new specific video content to support pre-roll: instead, publishers can let advertisers serve quality videos within their existing editorial."
Notes to editors:
A quick demo of inRead Mobile is available here.
Ebuzzing is a video ad platform that is solving one of the biggest problems in the industry: the lack of premium video inventory. The company specializes in creating innovative video advertising inventory for publishers, at scale, and has invented the concept of 'outstream' video. Outstream advertising sees ads distributed within all types of content, and moves away from the forced, interruptive nature of pre-roll.
The company is currently present in the US, LatAm, Europe and Asia, working with many of the FORTUNE 500 brands. Ebuzzing rolls out its campaigns across its global publisher partners including Hearst, Reuters, The Financial Times and Nikkei, leveraging its platform and focusing on innovative formats, contextual targeting and advanced analytics.
Ebuzzing's turnover reached $70 million in 2013, and will exceed $100 million in 2014 (pro forma numbers).
Media contact: Mary McGuire, Shift Communications / [email protected] / 646.756.3709