NEW YORK, Sept. 14, 2016 /PRNewswire/ -- Teads, the inventor of outstream video and the number 1 video advertising marketplace in the world, today announced the acquisition of Brainient, a British company that specializes in advanced dynamic creative technologies for video and mobile.
Interactivity and Dynamic Creative Optimization (DCO) technologies aim to match the content of ads in real-time to the profile of the user, including socio-demo, geolocation, screen used, time of the day, weather and any other type of contextual data. When perfectly targeted, interactive and dynamic ads are much more engaging for consumers and thus achieve better results for the advertiser.
Interactive Videos at Scale
Brainient has developed a creative studio that allows brands, agencies and publishers to enrich videos with interactive elements and optimize the content to match a user's profile and preferences. Brainient's technology can integrate first and third-party data from any data source and use the data to personalize video ads in real-time.
With this acquisition, Teads will offer integrated access to Brainient to all its marketplace buyers, streamlining the process of creating and delivering interactive video ads at scale for its clients. The combination of Brainient's capabilities and Teads' marketplace will form the only global solution for the creation and distribution of interactive video ads at scale.
YouTube, Facebook, Instagram and Snapchat do not support interactive videos across their video ad offerings, and other video exchanges are struggling to ensure that interactive video ads created using various technology partners can run consistently across devices, screen sizes, and orientation modes without major discrepancies.
Brainient will be rebranded as Teads Studio and will run as an independent business unit within Teads. Emi Gal, founder & CEO of Brainient will join Teads as CEO of Teads Studio and will relocate to New York.
Vertical Videos at Scale
Teads has been pioneering vertical outstream video advertising formats for smartphones, placed inside articles on premium publisher sites. Despite the company's efforts, vertical videos remain relatively rare because the vast majority of creatives are produced for the horizontal TV screen.
Teads Studio will dramatically change the game for vertical video by empowering brands to create vertical versions of their existing videos, so that they can truly leverage the smartphone screen.
Bertrand Quesada, CEO, Teads, adds, "I am very excited by the opportunity to speed up the adoption of the most advanced outstream video advertising formats. For instance, we will also help agencies and brands streamline the creation of 360° creatives, leveraging a normal landscape video!"
Pioneering Interactive Videos
Interactive videos are the future of internet advertising, as they fully leverage the interactive nature of digital to engage users in the advertising experience. Teads Studio will allow creative and media teams to add interactivity to their videos, such as inviting consumers to test or buy a product, visit a shop or simply share an ad on social media. Teads Studio's capabilities will enable brands to personalize this interactivity using any type of data signals, from any data source.
Examples include offering consumers the ability to test-drive a new model of car or visit the closest dealership, submit an in-video form to receive a quote on a mortgage, or view a different version of the ad based on the weather outside and much more.
Teads Studio will continue to serve Brainient's existing clients including ITV, Yahoo, AOD, WCRS, and will expand globally across the 30 offices and 19 countries where Teads currently operates.
Technology for Advertising
Pierre Chappaz, Executive Chairman, Teads, commented, "Teads stands for technology for advertising. We invented outstream video formats back in 2012, and this has been a revolution for video advertising. Our technology is always ahead of the pack as we have been first to introduce vertical, square, 360° and live video outstream formats. With the adjunction of Brainient DCO technology, we will now introduce the next generation of video ads, ads that are more interactive, personalized and more carefully targeted. We will offer Teads Studio to programmatic buyers so they can deliver on the promise to individualize ads for each and every user, and this will be another revolution."
Emi Gal, Founder and CEO of Brainient, said, "I am extremely excited for myself and the Brainient team to join the leading and most innovative video advertising marketplace in the world. With Teads, we will be able to scale up our operations globally and offer our technology to the widest variety of clients. The combination of our DCO technology with Teads' unique global distribution capabilities will create the leading interactive video advertising company in the world. I couldn't have hoped for a better company to become a part of."
Teads, founded in 2011, is the inventor of outstream video advertising and number 1 video advertising marketplace in the world. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.
Teads' native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 450 employees, 100 of which are in the innovation team, across 30 offices in 19 countries.
Brainient empowers media owners, agencies and brands with data-driven creative technology for building interactive ads across video, mobile, display and Connected TV. Publishers use the Brainient platform to deliver interactive video ads that substantially over-perform compared to standard video ads, and advertisers use the product to increase their engagement rates, completion rates and generate higher purchase intent from their brand advertising campaigns. The company is headquartered in the UK and has its engineering team in Romania.
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