LONDON and NEW YORK, May 19, 2015 /PRNewswire/ -- Today Teads, the inventors of outstream video advertising and a global monetization platform for publishers, boosts its programmatic and mobile team as it announces the hire of Todd Tran as Global SVP of Programmatic and Mobile.
The former Managing Director of International at Millennial Media's Platform business will lead Teads' rapidly growing supply-side platform, exchange and mobile offerings, helping publishers open up new video advertising inventory.
This key hire reflects Teads' increasing drive towards mobile and programmatic video, as the company seeks to deliver clients and publishers an end-to-end video advertising solution. Recent research suggests global mobile advertising will top $100 billion worldwide in 2015, representing 51% of all digital advertising spend1. The number of brands launching video advertising campaigns is surging, with mobile video advertising alone worth over $197 million2. According to an eMarketer report last year, advertisers and publishers spent a massive $700 million on programmatic video in the U.S. alone and by the end of 2015 that figure is expected to triple3.
Todd brings significant experience to drive Teads' growing mobile and programmatic operations. Prior to his role as Managing Director of International at Millennial Media, his 14-year career in digital and mobile advertising included serving as Apple's iAd EMEA General Manager and EMEA Managing Director of Joule, WPP's mobile advertising business. Todd will be reporting to Christophe Parcot, Teads COO and based in Teads London office.
Teads invented inRead® Mobile, the first outstream format allowing brands to target mobile users with video advertising. It 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 which is often affected by low viewability rates, lack of inventory and poor user experience.
The inRead Mobile format places video advertising within the editorial content of a publisher site on mobile web or app via the Teads SDK, positioning the video unit within two paragraphs of an article. When the user scrolls down and sees the video unit, inRead emerges and serves the video ad.
Todd Tran, Global SVP of Programmatic and Mobile at Teads, said, "Programmatic is an important part of the future of video advertising, but brands need reassurance their ads will be seen and are placed in a safe environment. I'm looking forward to leading the charge at Teads during this exciting time for the industry."
Christophe Parcot, COO Teads, said, "Mobile is rapidly catching up with TV in terms of consumer media consumption. Todd's appointment highlights Teads' commitment to giving our clients the best mobile and programmatic video advertising experience. With Todd's expertise and experience, we will continue to drive innovation in the video advertising industry."
Teads has worked on award winning video campaigns such as Evian's Baby and Me and with the world's biggest brands including Cartier, Breitling, Nestle, Volkswagen, Heineken, Microsoft and Samsung. Its network of premium publishers includes The Telegraph, The Guardian, The Washington Post, Reuters and Forbes.
Teads, founded in 2011, is the inventor of outstream video advertising and a global monetization platform for publishers. 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' outstream video advertising solutions encompasses a series of formats inserted deep into media content, including articles, slideshows and newsfeeds. 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 our managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 global offices.