LONDON and NEW YORK, April 27, 2015 /PRNewswire/ -- Today, Teads announces that ten of the UK's largest publishers, with a combined reach of 615 million consumers worldwide, have begun using the innovative new inRead® format to display video advertising across their sites. This means Teads campaigns can now reach 70% of UK internet users, according to the latest comScore figures1.
The news comes as the number of brands launching video advertising campaigns surges and publishers seek to create new video ad inventory to fulfil the demand. The UK online video advertising market grew by 43% to £442million in 20142 and is forecast to be worth £961m in 20163.
Premium publishers backing the inRead format for the first time, or extending their use of it across their sites, include:
- National news outlets: The Guardian, The Daily Telegraph, The Independent; and the London Evening Standard
- Lifestyle publishers: Hearst UK, Condé Nast, Future Publishing; and Immediate Media
- Regional publishers: Johnston Press and Localworld
- Business publishers: Haymarket; Ziff Davis Dennis Publishing
According to Ofcom, over half of UK adults used the internet to read or download newspapers or magazines in 2014, rising to 73% among the 25 to 34 year old group4. Advertising on such sites is attractive to brands that want the security that their video ads will sit safely within a premium, high quality environment that is relevant to their audience.
Teads' inRead is an outstream video advertising format developed for desktop and mobile devices. It represents a complete break away from traditional online video advertising, which has typically focused on 'instream' formats such as pre-roll and which is often plagued with problems of viewability, lack of inventory and damage to the user experience.
A recent Nielsen study revealed that Teads' inRead format outperforms skippable pre-roll formats across a range of metrics, including purchase intent and brand favorability5. For premium publishers, this format not only unlocks valuable inventory on their websites, but also provides the quality brand experience their readers demand.
The inRead format places video advertising within the editorial content of a publisher site, 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 advert. By sitting outside of the video player, inRead dramatically increases the amount of premium video advertising inventory available. inRead's Cost Per View billing is also triggered only after minimum viewing time, meaning advertisers only pay for completed views.
Bertrand Quesada, CEO, said, "Teads prides itself on working with the industry's most forward-thinking publishers and we're thrilled to add publications of this quality to the growing list of premium sites using Teads' outstream technology. Our inRead format delivers tremendous scale for publishers and allows them to open up new premium video advertising inventory for brands. We remain focused on bringing an end to the viewability questions in the video advertising industry by offering formats that are actually visible to consumers."
Lee Fels, Head of Mobile and Video at Guardian Media said, "We're very happy to be extending the availability of the inRead format across our sites, following successful trials. The format is popular with advertisers and, critically, doesn't compromise the user experience in any way."
Nicole Holtsmark, Head of Programmatic Trading & Audiences at The Telegraph said, "We have seen a huge increase in advertisers wanting to run video campaigns across our sites, but just offering pre-roll limits our ability to service this demand. inRead is an elegant solution – allowing us to create new inventory from our existing high quality content and drive incremental revenues."
Notes to editors
- comScore Key Measures report March 2015
- Source: IAB Digital Ad Spend 2014
- Source: Enders Analysis, December 2014
- Over half of all adults (55%) used the Internet to read or download the news, newspapers or magazines in 2014. Adults aged 25 to 34 reported the highest level of use in some of the activities surveyed, in particular day-to-day activities such as sending emails (86%, along with the 35 to 44 age group) and reading or downloading online news, newspapers or magazines (73%).
- Nielsen Teads ad format brand study - December 2014
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.