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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

DashBid is pleased to announce it is Verified by TAG (Trustworthy Accountability Group) and listed in the TAG Registry, to build a brand safe environment and further DashBid’s Engagement Spectrum, giving advertisers the ability to measure audience engagement in addition to standard audience segmentations, in an environment that they can trust as fraud-free. This verification follows the February appointment of a Brand Safety Director overseeing DashBid’s exchange to identify, assess and remove any risks and threats.

xAd, the global leader in location intelligence that drives sales, is giving marketers the power to hyper-target and better understand consumers in real-time with its combination of highly accurate location data and newly launched solution, Weather Triggering.

At their Upfront presentation in New York City, Hulu and Scripps Networks Interactive have completed a new distribution agreement that will see SNI’s U.S. networks included on Hulu’s new live TV streaming service.

According to a survey by Turn Marketing Platform, only 30% of brands use advanced viewability metrics, despite 57% of young agency staffers largely distrusting the metrics they are expected to work with. 28% of respondents under 30 years-old say viewability is a key requirement from the supply side. Almost six in every ten (57%) media agency professionals who do not wholly trust the metrics currently in use are under the age of 30.

According to research by Sublime Skinz, fewer outstream units are more successful in driving increased attention and delivering greater brand recall. The performance of these significantly outpaces traditional pre-roll, skippable video ads.

Ipsos found that more than 80% of respondents report that innovative outstream units are the most appealing and effective video format, compared to other dominant video types, including pre-roll.

Video monetization technology platform Ooyala published a new report, “The Lifecycle of Content: From Production to Monetization,” in collaboration with Futuresource Consulting, a specialist research and consulting firm for media and entertainment industries. The findings show content providers will seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video lifecycle.

Snapchat is reported to be pitching an ad format, “Snap Ads Max Reach,” that would be seen by all US users that access a section of the app that the company monetizes.

Business Insider will stop using Google’s ad server to generate advertising revenue and switch to one built by ad tech outfit AppNexus as part of a wider partnership.It spans both desktop and mobile inventory across display, video and native formats that can be sold either guaranteed, or programmatic.

In a new survey, WFA advertiser marketers talked about their love of online video. Eighty-nine percent of our sample said they were looking to increase spend here in the year ahead. 90 percent said that Viewability is a “major concern,” 72 percent said the same of ad fraud and measurement.

Business Insider will stop using Google’s ad server to generate advertising revenue and switch to one built by AppNexus.

Ad exchange Rubicon Project said it partnered with in-venue interactive music platform TouchTunes to make its  audience available programmatically for real-time buying in a private marketplace. TouchTunes has 38 million unique visitors and is available in more than 60,000 social venues.

LATAM MARKET

Latin music video network VidaPrimo will distribute its vast library of video content via music-related content distributor Music Choice.

Brazilian publisher group Estado has closed a deal with Teads for native video advertising on content portals Estadão Online, Paladar, E+, and Jornal do Carro. 

Digital agency Pragma Communication announced a exclusive partnership with mobile marketing and branded content American company Hathway, and will now offer their services in Latin America in an exclusive deal.

 IAB Brazil published an online guide about ‘Onboarding Offline Data’. The playbook is targeted to marketing professionals in ad agencies who work to ensure audience segmentation, focused on the local market.

TIM Brasil has launched TIM Geek, a new entertainment platform featuring exclusive content from Omelete, one of the main pop culture portals in Latin America.

What: Dutch telecom Altice N.V.will acquire online video advertising marketplace Teads for US $322 million.
Why it matters:Altice will provide clients with data-driven, audience-based advertising solutions on multiscreen platforms including TV, digital, mobile and tablets, as well as an open advertising platform to the media industry, programmers and multichannel video programming distributors. Altice is present in the U.S., but not in Latin America. Teads will continue to operate in Latin America.

Bertrand Quesada et Pierre Chappaz, co fondateurs et Co PDG de Teads, plateforme de publicite video en ligne *** Local Caption *** Teads a leve des fonds notamment aupres de BPI France
Bertrand Quesada et Pierre Chappaz, co fondateurs et Co PDG de Teads, plateforme de publicite video en ligne *** Local Caption *** Teads a leve des fonds notamment aupres de BPI France

Dutch telecom Altice N.V. has entered into an agreement to acquire Teads, the online video advertising marketplace with an audience of more than 1.2 billion unique visitors including 720 million via mobile, for US$322 million.

The acquisition purchase price is subject to Teads achieving certain revenue targets in 2017. 75% of the acquisition purchase price will be due at closing.  The remaining 25% earn-out is subject to Teads’ 2017 revenue performance and will become payable in early 2018. Sources at Teads told Portada, that  Teads will continue its business as usual in Latin America. “While Altice does not have presence there at the moment, with the acquisition of Teads, and given Teads strong business there, is the potential to expand into the LatAm market.”

The senior management of Teads, including Executive Chairman Pierre Chappaz and Chief Executive Officer Bertrand Quesada, will continue to lead the business going forward and have agreed to reinvest a significant portion of their proceeds.  Pierre Chappaz will join Altice’s Management Board responsible for all of its advertising activities.The acquisition is subject to certain competition reviews and is expected to close in mid-2017.

The transaction reflects how telecoms like Altice partner with video advertising leaders like Teads to develop both OTT and data solutions.

This acquisition is another critical component for Altice’s global advertising strategy. Altice will provide clients with data-driven, audience-based advertising solutions on multiscreen platforms including TV, digital, mobile and tablets devices, creating the most open and intelligent programmatic media and analytics platform in the world.. It will also provide an open and intelligent advertising platform to the media industry, programmers and multichannel video programming distributors.Altice is the fourth-largest broadband provider in the U.S., thanks to its US$17.7 billion acquisition of Cablevision in 2016.

Altice is the fourth-largest broadband provider in the U.S., thanks to its US$17.7 billion acquisition of Cablevision in 2016.

As part of Altice, Teads will be able to offer even more tailored, data-driven solutions and take our value proposition from the digital world to a multiscreen platform, which includes TV, digital, mobile and tablets.  It is this differentiated offering which will allow Altice and Teads to uniquely prosper in the global advertising market. With Teads, Altice will be in a unique position to grow its global advertising platform and better monetize its core telecommunications access and content business.Importantly, the combination is expected to provide immediate commercial and financial benefits to Altice’s advertising business, in particular as it relates making unique first-party data available to Teads in the US and France.

Teads, founded in 2011, is the inventor of outstream video advertising and a video advertising marketplace. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through their own sales force, Teads sales force, or programmatic buying.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.

Michel Combes, CEO of Altice, said: “Convergence of telecoms, content, and advertising is at the core of our business. There is significant incremental value to be generated from our assets. Teads, a powerful business in itself, with major presence in Altice footprint notably in the U.S. and France, will enable us to offer a truly unique value proposition to brands and agencies on the one hand and the media industry, programmers and distributors on the other. It is that value proposition – data-driven, measurable and multiscreen – which will enable us to significantly grow our advertising business. We are very excited to partner with Pierre, Bertrand and their talented team.”

Pierre Chappaz, Founder and Executive Chairman of Teads, said: “We are excited to start this new phase of Teads and become part of the internationally renowned Altice team.  Since our inception we have strived to offer our clients with superior advertising solutions based on measurable performance and technological innovation.  As part of Altice, we will be able to offer even more tailored, data-driven solutions and take our value proposition from the digital world to a multiscreen platform, which includes TV, digital, mobile and tablets.  It is this differentiated offering which will allow Altice and Teads to uniquely prosper in the global advertising market.”

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

A Barclays report claims that viewers in older age demographics over indexed to TV are starting to gravitate toward OTT services. Currently, more than 54% of U.S. households have SVOD access and 31% of the population has two or more subscriptions.

parselyIn a recent report, Parse.ly looked at the performance of four types of posts – long-form, short-form, video, and slideshows – on 700 sites. Video posts received 30% less engaged time than the average post, the study found. Long-form articles (more than 1,000 words) have an average engaged time of 1.8 times higher than normal.

A new report from eMarketer suggests that, by the end of 2017, 2.15 billion people online video “viewers.” This would mean that 62% of all Internet users be using online video by the end of the year.

Former Shine Americas CEO Emiliano Calemzuk, Luis Balaguer, founder of Latin World Entertainment and Modern Family star Sofia Vergara have relaunched Raze as a digital media platform focused on Latino millennials.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

Alphabet has announced fourth quarter results: this quarter, the company reported 22% year-on-year growth in revenues for a total of $26.04 billion. The company also announced that PC search ads, mobile search ads and YouTube ads contribute over 60% to the firm’s value.

Ooyala announced its Ooyala Solutions Partner Programme, which allows its video technology and reseller partners to use Ooyala technologies and is built on a three-tier system comprised of referral partners, associate resellers and premier resellers.

LATAM MARKET

Outstream video advertising platform Teads has announced the expansion of its presence in Latin America with the launch of its new office in Peru. This market will be lead by former Fox Latin America and RedMas executive, Josué Cardenas, who joins Teads as the Business Director for its office in Lima.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

ihsAccording to IHS Technology’s Media & Technology Digest, Mexico’s SVOD and TVOD digital video market grew by 39% in 2016, which means Mexico was Latin America’s second-biggest online video content distribution market. Total online video consumer level spending in Mexico last year came in at 3.5 billion pesos ($218 million).

Kantar IBOPE Media announced that it will start to release data on TV-related Twitter activity in Argentina and Colombia. Starting in February, the Kantar Twitter TV Ratings will release metrics about social TV activity. The company said that it plans to make the solution available in Peru before summer.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US-US/HISPANIC MARKET

A new study by GfK’s The Home Technology Monitor™ found that 16% of the viewing population have multiple SVOD (subscription video-on-demand) services in their homes, up from 10% three years ago. “Self-bundling” viewers – those who pay for combinations of Netflix, Amazon Prime, Hulu, and other subscription streaming services – are more likely to have kids under 18 in their homes (50%, versus an average of 41% among all weekly viewers of any type).

Video inventory management platform SpotX and video discovery and distribution platform Vemba have partnered on a product suite that manages the syndication and monetization of premium video content. The solution provides an end-to-end product for content producers and publishers that syndicate video content, from asset and distribution management to monetization via direct and indirect channels.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

2btube is officially moving into the kids content space with the launch of 2bkids with Juan Baixeras at the helm. Baixeras has had a 20 year international career in television and media with a particular focus on kids content for the past 4 years at Zinkia (Pocoyo) and Little Smart Planet. It is 2btube’s first effort beyond the Spanish speaking markets with the full support of the 60 strong 2btube team across its offices in Madrid, Miami and Mexico City.

YouTube has announced a new platform for making video ads on the site called YouTube director. People can create the ads on the YouTube Director for Business app or the YouTube Director service on the site. People can take advantage of free help from a GoogleAdWords expert.

According to Parks Associates, over a third of US broadband households watch user-generated video online more than ten days per month, and three-quarters of US broadband households access the content at least once a month.
Genesis Media, a platform that helps brands make advertising decisions based on real-time user attention, announced a strategic outstream video advertising collaboration with GateHouse Media that will be implemented across 217 of GateHouse Media digital news properties.

Alphabet Inc. ‘s Google has acquired digital marketing startup FameBit, whose platform connects brands with content creators on platforms such as YouTube, Facebook, Instagram and Twitter, helping them work together for product placement and promotion.

Conviva, which conducts OTT experience management for media companies, announced that digital sports content and media company Perform Group is using Conviva’s technology to provide global video intelligence for new live sports streaming service DAZN, which uses Conviva Insights to provide in-depth metrics and analytics.

LATAM MARKET

Teads announced the launch of its Programmatic Outstream Video Accreditation Program roadshow in Latin America. The recently-launched programmatic accreditation program trains media buyers with the latest knowledge and training in programmatic outstream video advertising. The accreditation program will now expand into four open interactive workshops in Argentina, Brazil, Mexico and Miami.

predicta-squarelogo-1461587596453Brazilian company and part of e.Bricks‘s portfolio Predicta has announced that it is purchasing Melt DSP to create programmatic and digital solutions hub Predicta Melt. On top of a DSP, the company will offer ad servers, rich media, web intelligence, DMP, website optimisation, ad exchanges, and adsense.

According to new data from VideoViewers, in Brazil, 40% of the time spent watching videos is done in the internet, 42% of the population (85 million people) has the habit of watching videos on the internet, and 82 million people do so in YouTube. Pay TV, on the other hand, was measured to have an audience equal to 37% of the local population. The average time spent watching videos has risen from 30 hours a week to 39.2 hours week in the past two years.

Brazil’s VOD market is expected to reach US$352.m, according to the Motion Picture Association Latin America (MPA-AL), making it the eighth-largest VOD market in the world, and the largest in Latin America, followed by Mexico and Argentina.

A summary of the most exciting recent news in online video in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US-US HISPANIC MARKET

Online video veteran Peter Csathy has launched an advisory and investment company called Creatv based out of Los Angeles. The firm brought executives from online video, venture capital and social media together to find investment opportunities, provide video consulting services and advise clients on digital strategy. Clients like Coca-Cola, Walt Disney Co. and NBCUniversal are already lining up for Creatv’s expertise.

The Joint Industry Committee for Web Standards (JICWEB) released its guidelines for advertisers regarding viewability. Data and insight is gathered from independent bodies like the Media Ratings Council and the Internet Advising Bureau. The group also awarded 36 organizations like Yahoo and AOL for meeting industry standards for reducing the delivery of ads near inappropriate or illegal online content.

playboyPlayboy is launching an online video platform with its own content to “usher in a new era of Playboy” as the company recently announced that it would no longer be publishing full nudes on the cover. The content will cover lifestyle, food, technology, gaming, and will feature documentaries and comedy.

The World Federation of Advertisers (WFA) has declared that 30% of online marketing budgets are going towards fraudulent material, coming to a total of $45 billion wasted per year. The organization warned that that number would reach $150 billion by 2025.

ComScore also released data on fraud in its 2016 Q1 Advertising Benchmarks report, stating that 80 percent of global invalid traffic (IVT) is sophisticated in nature, and tend to target high-value ads that give scammers more bang for their buck. This means that 6% of American desktop display traffic and 8% of video traffic come from IVT, respectively. Programmatic ad sales, ComScore claims, make it more difficult to address IVT because of decreased transparency – 2% of direct sale traffic is IVT, compared to 9% of programmatic traffic. The report also found that in the U.S., the viewability rate for desktop video ads is 41%. (and 48% for display ads).

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Teads announced it has established a brand new accreditation program to equip media buyers with the latest turnkey knowledge and training in outstream video advertising. According to a recent Teads survey, nearly 70% of brand professionals agree outstream will grow significantly over the next two years.

According to Digital TV Research’s latest data, OTT TV and video revenue in Canada and the United States will reach $24.39 by 2021, up from $2.67 billion in 2010 and $15.39 billion in 2015. The report also states that North America had 81.81million SVOD subscribers by the end of 2015.

HispanoPost, a media group that produces, packages and distributes video content for television and digital media across the world, and the American affiliate EFE News, ranked as number one news agency in Spanish-speaking language, have signed a partnership in which the agency reporters will be able to produce stories on video as part of HispanoPost’s B2B content service provision.

Univision Deportes delivered impressive ratings during the opening weekend of Copa America Centenario which kicked off on June 3rd with a match between USA and Colombia. Tournament to date, Copa America Centenario has reached 21.2 million Total Viewers 2+ and is averaging 2.9 million Total Viewers 2+ and 1.5 million Adults 18-49 per match. Compared to the 2014 World Cup tournament group stage, Copa America Centenario to date is up +14% among Total Viewers 2+ and +16% among Adults 18-49.

RC Group, the marketer and producer of Hispanic soccer programs in the U.S., and owner of Alianza de Futbol, the country’s largest amateur, Hispanic soccer program announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans.

LATAM MARKET

rubicon-iconThe advertising marketplace Rubicon Project is creating special, accessible ad packages for the 2016 Summer Olympics in Rio so that brands that don’t have huge budgets for official sponsorships or TV spots can still reach their target audiences online.

Online music video platform Vevo and the OTT service Mubi announced their new mobile application for PlayStation 4. The app will only be available in Mexico, Chile and Brazil, and was developed using the European and North American versions, which are already available.

Online video is going to triple in Latin America by 2020, according to Cisco. Its Visual Networking Index forecasts claims that IP video traffic will grow three-fold from 2015 to 2020, and that 82% of all IP traffic in Latin America by 2020 will be IP video, compare to 64%, currently.

April was the month of moves and appointments: with a clear panorama of the first half of the year, it’s important to put together the ideal team to put together a play. In this article, I share how some of the digital teams fared in region.

The Move of the Year (or the Decade)

Nico MasloA few days ago I received a “bomb” in my Facebook inbox. It was a press release that Nico Maslo had sent me particularly (with his PR agency involved). Oh how I love those surprises.

The release announced Maslo’s move to Virketluego almost 10 years after establishing Resultics in Mexico. Later, he told me about it in person, as you can see in this link. The only constant in this life is change. Good luck, Nico!

Former Yahoo Mexico to Sizmek

alfredo sanchezIn mid-April, Alfredo Sanchez (a living legend at Yahoo Mexico) started a new campaign at Sizmek as country manager after closing Yahoo’s operations in the region. Good luck, Alfredo!

From Primia.Digital to Adsmovil

Nestor IslavaAt the end of March, Nestor Islava announced on Facebook that he would be leaving after six years as country manager at Prima.Digital. While he didn’t give any details about his new direction (so intriguing!), we quickly found the information through LinkedIn: Nestor will be working as country manager at AdsMovilMexico. Good luck, Nestor!

From Headway to Teads

Luciana SalazarOn the last day of March, Luciana Salazar‘s Facebook page was rowdy, with photos from a very “after office” party with expressions of affection and thanks coming from every direction. I couldn’t stand the curiosity, and I started to read: it was her last day at Headway, and the beginning of a new phase at Teads as Head of Programmatic for Latin America. Good luck, Lu!

From Opera Mediaworks to Rekket

lau aresA few days ago, I got an email from Marcelo García Cisneros (CEO of Rekket) in which she commented that Laura Ares had started working for him as the director of mobile operations. What a great team you’ve put together, guys (I worked with both of them, so I know what I’m talking about)!

Events in Buenos Aires

It wasn’t all moves and appointments. There were also events (a great part of digital work is how to explain it to family and friends).

On April 20, the Social Media Summit, organized by amdia, was held in Buenos Aires. At the event, different presenters like Citroën, Molinos Río de la Plata, Garbarino, Movistar and Telefónica Argentina shardd their experiences with social media. I missed it, although I heard it was great.

On April 26, I was at IMS Immersion, where apart from IMS’s presentations, we attended educational clinics on LinkedIn, Spotify and Waze. As the clinics were given at the same time, I chose LinkedIn‘s, so I could say hello to Antonio Chan Chan(Marketing Solutions LatAm at LinkedIn), whom I worked with a few years ago. Here is my picture from the audience, although it’s hard to see. I’m your fan, Chan!

And that’s all for now, friends. I’m going to enjoy my beautiful and beloved Mexico (on the occasion of some mini-vacations I’ve been invited to by a friend from the industry, to change it up a bit).

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of Outstream video and just what makes Latin American audiences unique.

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored offerings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Chappaz described native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

 

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry, and Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats.

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of outstream video and just what makes Latin American audiences unique.

By Gretchen Gardner

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored pierreofferings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Some observers claim that in-article outstream ads will become a commodity and run the same fate as banners and display advertising. Chappaz disagrees, describing native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry. Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats. It’s a novel concept – perhaps the first of many we will see from this innovative company.

A summary of the most exciting recent news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S/U.S.-HISPANIC MARKETS

ONLINE VIDEO GROWS: ZenithOptimedia has come out with a study indicating that programmatic advertising will account for 60% of digital display in 2016, and that Internet advertising will outspend television by 2018. Online video plays a large role in that, as it offers some of the most targeted, customized messaging options.

WE’RE IN FOR MORE NETFLIX AND CHILL IN 2016: Netflix Head of Content Ted Sarandos has made an netflixannouncement that will keep many of us sitting on the couch in our pajamas for most of next year: as compared to its 16 original series in 2015, Netflix will be producing 31 new original series in 2016! The online streaming service will also be releasing 10 full-length feature films, 30 children’s shows and 12 documentaries. Whelp, there goes my new year’s resolution to get out more in 2016…

SNAPCHAT TRIPLES ITS VIEWS SINCE LAST MAY: Snapchat has stated that its messaging platform receives six million views a day, a statistic that should confirm the importnace of short form video and in general, online video, as an advertising platform for the 60% of 13-34 year old smart phone owners in the US that are also Snapchat users. Just last May, Snapchat CEO Evan Spiegel claimed that the platform had two billion daily views.

 HAS ANVATO DEFEATED AD-BLOCKERS FOR GOOD? OTT video supply chain company Anvato is claiming that its Media Content Platform (MCP) technology customers are not affected by ad blocking technology. As programmers and media brands worry about the popularity of ad-blocking, Anvato offers Dynamic server-side, frame-accurate, broadcast-quality ad insertion. If Anvato is right about its technology, this could be the million-dollar ticket for brands that want to ensure the deliverability of their messages on online video.

AT&T ABANDONS HISPANIC STREAMING SERVICE YAVEO, BUT NOT VIDEO: AT&T has quietly discontinued its Hispanic Yaveo streaming service, which it launched through DirecTV (AT&T acquired DirecTV earlier this year) in 2014 in an effort to attract more customers through online video channels. Apparently, the company’s next move is to release another video service for DirecTV subscribers in January 2016. AT&T also announced that AT&T will become the “corporate brand” for its television products, including DirecTV and its AT&T U-Verse cable service.While DirecTV’s logo will change in January, AT&T will keep the DirecTV brand name “for the forseeable future,” a spokeswoman said.

LATAM MARKET

GOOD INTENTIONS, BAD RESULTS: Coca-Cola Mexico coca colahad to issue an apology and take down a YouTube ad featuring goodwilled white teenagers bringing Cokes and a big, pretty Christmas tree to a group of indigenous Mixes in Oaxaca. Coca-Cola’s #OpenYourHeart campaign was supposed to be aimed at ending prejudice, but it ended up reinforcing some pretty bad racial and colonial stereotypes. Oops.

VALUABLE MONETIZATION TOOLS BREED MORE PARTNERSHIPS: Global Demand Side Platform (DSP) company MediaMath (represented by Headway Digital in Latin America) has teamed up with video outstream advertising firm and monetization support platform Teads to offer MediaMath clients access to Teads’s premium video programming in Latin America through Deal ID, a function that connects ad buyers and sellers through filters like price, ad placement and format.

ESPN EN ESPANOL, BUT BETTER: Those visiting ESPN.com in Argentina, Chile, Colombia, Mexico and Venezuela will be greeted with an improved version of the sports platform, with the same technology and design as that of the site that was launched in April, but with better audio and video content that covers more sporting events with better speed and performance. It will also be responsive, as mobile-friendliness is a must with any digital product.

MEXICANS GO MOBILE: Programmatic advertising software company TubeMogul released a study on the Mexican online video advertising market and found that more pre-roll video ad impressions occur on mobile devices in Mexico than in the United States: 33% versus 23.9%. The study also found that while 30-second ads conform 70% of mobile ads in said country, 15-second ads are more effective, as they were found to have a higher completion rate.

ARGENTINA DEVOURED ONLINE VIDEO IN 2015: According to a new study, video downloads and consumption increased by 66% in 2015, as more than three billion videos were viewed in October 2015 alone. Argentines spend 11 hours a week watching videos on their smartphones and SmartTVs, and the amount of mobile video consumption grew 7%.

REACHING LATAM: WORTH MERGING FOR?: Video compression company Thomson Video Networks (TVN) is rumored to be considering an offer from delivery infrastructure company Harmonic to acquire 100% of its assets for $75 million. The purchase would give TVM greater reach, scale and resources while Harmonic is attracted to TVN’s strength in regions like Latin America as well as its content and service provider relationships.

LATAM DIGITAL VENTURES DEBUTS FULLSCREEN: José Valverde Padilla, co-founder and CEO of Fullscreen spoke with Portada about the newly-created venture that Latam Digital Ventures opened seven months ago in an effort to provide multi-screen, integral online video advertising solutions for a variety of platforms. The agency will offer formats like pre-roll, mid-roll, post-roll, pre-home, in-banner, rich media and rising stars, to name a few. Their network of premium sites already has 4.6 million unique viewers, and is planning to reach the US-Hispanic market by 2016.

VIACOM BRINGS ONLINE VIDEO TO LATAM: Viacom International Media Networks The Americas has launched an app suite for TV Mobile Viacom Play Plex. All of Viacom’s Latin American distribution partners the opportunity to offer clients with smartphones and tablets access to all of Viacom’s international television content like MTV Play, Comedy Central Play and Nick Play anywhere, anytime.

What: Video advertising and a global monetization platform for publishers Teads opens new office in San Pablo, Brazil in an effort for capitalizing on the growth of online video and as Brazil is growing quickly in the digital ads segment.
Why it matters: Teads appointed Thiago Bispo, a senior digital media professional, to lead the company’s operations in São Paulo with a growing sales force and an international roster of clients.

_xU11djU_400x400Teads the inventors of outstream video advertising and a global monetization platform for publishers, has announced the opening of its new office in Brazil, headed by former Infoglobo executive Thiago Bispo. Bispo, a senior digital media professional, joins Teads in São Paulo to spearhead the company’s ever expanding operations in Brazil, reporting to Eric Tourtel, Senior Vice President for Teads Latin America, and a growing sales force based in the country. Bispo will play a key role in pushing Teads closer to its goal of becoming Latin America’s leading video platform.

Teads’ technology allows publishers to better monetize from video by creating additional inventory that sits outside the video stream, a format known as outstream and evangelized by Teads. The solution offered by the company, known as inRead, 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 advertisement. By sitting outside of the video player, inRead dramatically increases the amount of premium video advertising inventory available.

The  format is currently in 30 countries and is used by more than 500 publishers including Reuters, Forbes, O Globo, The Washington Post and The Guardian, among others.With growing concerns in Brazil about viewability, inRead has proven to guarantee visibility, and increase advertising effectiveness and perception. As a result, Teads is the only player in the industry capable of rolling out online video campaigns in the most quality environments on a global scale for top brands, from desktop to mobile.

Senior Vice President Latin America, Eric Tourtel, commented, “Coming to Brazil is a natural move for Teads given the country’s vast growth in video advertising and mobile. Brazil currently has the highest user penetration in Latin America in terms of online video views. ComScore reports that 86.5% of the 120 million registered Internet users in Brazil are watching videos online both at home and at work, creating a fertile opportunity for our outstream formats to deliver superior quality and results. We are excited to welcome Thiago to the team in São Paulo to lead our efforts locally and further uphold our commitment to being the global leader for premium video advertising technology.”

Teads is capitalizing on the growth of online video, which is one of the fastest growing advertising mediums, with overall industry revenue expected to hit $11.4 billion in 2016, according to MAGNA GLOBAL. At a local level, eMarketer estimates that Brazil will maintain the highest levels of digital ad spending out of the Latin American countries at $2.88 billion—or 54.4% of all digital ad spend in the region by 2016.

“Because Brazil is growing so quickly in the digital ads segment, it is a very strategic market in which Teads can build a strong presence. We are changing the game and developing superior technology for distribution of premium video advertising. Our local team will provide the insights necessary to drive our business forward into new areas of Brazil,” added Thiago Bispo, Business Director Brazil. “As a commitment and celebration of this expansion, we’ll be presenting and sponsoring ProXXima, one of the most relevant digital marketing and communications event held in São Paulo.”

Currently, Teads has 26 offices around the world, including United States, Mexico, Argentina, United Kingdom, Japan, Netherlands, Russia and Singapore.

What: Teads, an Outstream video advertising and  global monetization platform for publishers, has announced a partnership with Turn, the digital hub for marketers, to provide access to premium video inventory via programmatic.
Why it matters: The partnership gives advertisers using Turn’s platform the ability to buy and analyze outstream video campaigns across Teads’ premium video inventory of over 500 top-tier publisher sites globally.

xNAt5Uby_400x400Teads, the inventors of outstream video advertising and a global monetization platform for publishers, has announced a new integration with Turn, the digital hub for marketers, to provide access to premium video inventory via programmatic.

The partnership gives advertisers using Turn’s platform the ability to buy and analyze outstream video campaigns across Teads’ premium video inventory of over 500 top-tier publisher sites globally including Reuters, Forbes, The Washington Post, La Razón, Die Welt, II Sole 24 Ore, The Guardian, The Telegraph, O Globo and TF1.

Teads’ inRead is an outstream video advertising format developed for desktop and mobile devices. 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.

Executive Chairman of Teads, Pierre Chappaz comments, “Online video ads are extremely effective when they are targeted with precision and placed within the right context on premium sites. Together with Turn, we are able to offer advertisers and agencies access to vast levels of new premium video inventory at scale. Our engaging, view-to-play video solutions such as our inRead format are proven to dramatically increase advertising effectiveness and perceptions.”

Mark Balabanian, vice president, business and corporate development at Turn, said, “We’re seeing huge demand for digital video advertising, and specifically for premium inventory. With Teads’ formats like inRead now available through the Turn Platform, marketers have new ways to reach their audiences with in-view video advertising.”

What: Global video advertising platform Teads has announced a US $30 million  financing operation preparing for a future IPO.50% was raised from an increase in capital, while the other 50% takes the form of a mid-term line of credit.
Why it matter:  The investment will help the company to speed up growth on a global scale while focusing on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan.

_xU11djU_400x400Teads, a global video advertising platform, has announced a new financing transacion of US $30 million  as it continues to talk up a potential IPO. 50% (US$15 million) was raised from an increase in capital, while the other 50% takes the form of a mid-term line of credit. The increase in capital is supported by existing investors Gimv, Partech and Elaia as well as BPI. The syndicated banks which supply the additional credit include Bank of China, HSBC, BNPP and BPI.
Last year Teads merged with Ebuzzing, the combined company taking the Teads name.

According to Teads Executive Chairman Pierre Chappaz, the investment will help the company to speed up growth on a global scale.He adds ‘the investment will focus on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan’.

The investment will focus on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan

Teads, which specialises in premium video advertising formats, supplies its technology to the prestigious publishers in over 40 countries. These include, The Telegraph, The Guardian, The Washington Post, Reuters, Forbes, TF1, Le Monde, Le Figaro, Les Echos, ABC, La Stampa, Axel Springer, Conde Nast, Nikkei, O Globo, etc.Teads’ advertising formats appear within editorial content, rather than video. These formats are the solution for brands looking for high quality environments in which to distribute their video advertising campaigns. Many luxury brands including Cartier, Breitling, Gucci, Piaget, and Jaeger Lecoultre form Teads’ client base, as well as a variety of household names such as Volkswagen, Peugeot, Renault, Hyundai, Kia, Heineken, Nestlé, Microsoft and Samsung.

 

The platform has around 350 employees across 25 offices worldwide and has achieved an estimated revenue of close to US $95.6 million (£63.5 million) in 2014, an increase of 65% on 2013 (US$58.1 million / £38.6 million). 180 new hires are planned in 2015 to support operations globally.Strong growth within the video advertising market* means demand from advertisers for premium inventory is rising, and Teads is developing its business according to these industry requirements.

Bertrand Quesada, CEO, based in New York, explains ‘Teads’ mission is to reinvent online video advertising. “Our technology is changing the game, allowing premium publishers to distribute our advertising formats within their editorial content and create massive video inventory which just didn’t exist before. We are the only player in the industry able to scale video campaigns globally within a high quality environment”.

Viewable, user-friendly advertising

Teads brings a new solution to the viewability debate which has increasingly become a concern in the advertising industry. The video only plays when it is visible to the user, a concept called ‘view-to-play’ (click here for a demo) which allows Teads to guarantee that the video advert served is viewable by users on screen.

Moreover, Teads video advertising formats respect the user experience, never forcing users to watch a video advert ‘Our formats are non-intrusive, better relations can develop between the advertiser, publisher and user, meaning that our partners’ interests are sustainable long-term.’ comments Loïc Soubeyrand, Co-founder and Chief Strategy Officer.

 

What: Global video advertising platform Teads has announced a US $30 million  financing operation preparing for a future IPO.50% was raised from an increase in capital, while the other 50% takes the form of a mid-term line of credit.
Why it matter:  The investment will help the company to speed up growth on a global scale while focusing on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan.

_xU11djU_400x400Teads, a global video advertising platform, has announced a new financing transacion of US $30 million  as it continues to talk up a potential IPO. 50% (US$15 million) was raised from an increase in capital, while the other 50% takes the form of a mid-term line of credit. The increase in capital is supported by existing investors Gimv, Partech and Elaia as well as BPI. The syndicated banks which supply the additional credit include Bank of China, HSBC, BNPP and BPI.
Last year Teads merged with Ebuzzing, the combined company taking the Teads name.

According to Teads Executive Chairman Pierre Chappaz, the investment will help the company to speed up growth on a global scale.He adds ‘the investment will focus on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan’.

The investment will focus on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan

Teads, which specialises in premium video advertising formats, supplies its technology to the prestigious publishers in over 40 countries. These include, The Telegraph, The Guardian, The Washington Post, Reuters, Forbes, TF1, Le Monde, Le Figaro, Les Echos, ABC, La Stampa, Axel Springer, Conde Nast, Nikkei, O Globo, etc.Teads’ advertising formats appear within editorial content, rather than video. These formats are the solution for brands looking for high quality environments in which to distribute their video advertising campaigns. Many luxury brands including Cartier, Breitling, Gucci, Piaget, and Jaeger Lecoultre form Teads’ client base, as well as a variety of household names such as Volkswagen, Peugeot, Renault, Hyundai, Kia, Heineken, Nestlé, Microsoft and Samsung.

The platform has around 350 employees across 25 offices worldwide and has achieved an estimated revenue of close to US $95.6 million (£63.5 million) in 2014, an increase of 65% on 2013 (US$58.1 million / £38.6 million). 180 new hires are planned in 2015 to support operations globally.Strong growth within the video advertising market* means demand from advertisers for premium inventory is rising, and Teads is developing its business according to these industry requirements.

Bertrand Quesada, CEO, based in New York, explains ‘Teads’ mission is to reinvent online video advertising. “Our technology is changing the game, allowing premium publishers to distribute our advertising formats within their editorial content and create massive video inventory which just didn’t exist before. We are the only player in the industry able to scale video campaigns globally within a high quality environment”.

Viewable, user-friendly advertising

Teads brings a new solution to the viewability debate which has increasingly become a concern in the advertising industry. The video only plays when it is visible to the user, a concept called ‘view-to-play’ (click here for a demo) which allows Teads to guarantee that the video advert served is viewable by users on screen.

Moreover, Teads video advertising formats respect the user experience, never forcing users to watch a video advert ‘Our formats are non-intrusive, better relations can develop between the advertiser, publisher and user, meaning that our partners’ interests are sustainable long-term.’ comments Loïc Soubeyrand, Co-founder and Chief Strategy Officer.

 

Ebuzzing & Teads, a video advertising company, today announced the appointment of Christophe Parcot, former head of Yahoo! EMEA, as Chief Operating Officer. Christophe will run all sales and publishers teams out of the company’s international headquarters in London in a move to drive operational excellence on a global scale.

Ebuzzing_and_Teads_logo_landscape_one_lineParcot brings considerable experience from eight years at Yahoo, working with both advertisers and publishers. Prior to this, he co-founded the Liberty Surf Group, launched Overture in Southern Europe and has also held senior positions at Bertelsmann and LVMH. This experience will help fuel Ebuzzing & Teads’ strategy to target consumers with engaging video ad formats which are viewable by design and provide publishers with new monetization opportunities.

Parcot joins an experienced leadership team including Executive Chairman Pierre Chappaz, CEO Bertrand Quesada, Chief Strategic Planning Officer (CSPO) Loic Soubeyrand, CTO Loic Jaures and VP Technology Managed Services Gilles Moncaubeig.

Speaking about his appointment as COO, Christophe commented, “This role gives me a great opportunity to work in a fast growing, and highly innovative company. Ebuzzing & Teads is doing really exciting things in the video advertising space thanks to its world-class publisher partners and its advanced technology platform. Its outstream formats and Cost Per View model are gaining huge momentum across the advertising industry. I am excited to be part of the leadership team who will take this company forward.”

Pierre Chappaz, Executive Chairman of Ebuzzing & Teads said, “We’re delighted to have an executive of Christophe’s calibre join the team. His appointment underlines our ambition as we continue to reinvent video advertising and his experience will be vital to ensure we remain at the vanguard of innovation within the industry.”

Ebuzzing & Teads, a video advertising company, today announced the appointment of Christophe Parcot, former head of Yahoo! EMEA, as Chief Operating Officer. Christophe will run all sales and publishers teams out of the company’s international headquarters in London in a move to drive operational excellence on a global scale.

Ebuzzing_and_Teads_logo_landscape_one_lineParcot brings considerable experience from eight years at Yahoo, working with both advertisers and publishers. Prior to this, he co-founded the Liberty Surf Group, launched Overture in Southern Europe and has also held senior positions at Bertelsmann and LVMH. This experience will help fuel Ebuzzing & Teads’ strategy to target consumers with engaging video ad formats which are viewable by design and provide publishers with new monetization opportunities.

Parcot joins an experienced leadership team including Executive Chairman Pierre Chappaz, CEO Bertrand Quesada, Chief Strategic Planning Officer (CSPO) Loic Soubeyrand, CTO Loic Jaures and VP Technology Managed Services Gilles Moncaubeig.

ChristopheParcotSpeaking about his appointment as COO, Christophe (photo) commented, “This role gives me a great opportunity to work in a fast growing, and highly innovative company. Ebuzzing & Teads is doing really exciting things in the video advertising space thanks to its world-class publisher partners and its advanced technology platform. Its outstream formats and Cost Per View model are gaining huge momentum across the advertising industry. I am excited to be part of the leadership team who will take this company forward.”

Pierre Chappaz, Executive Chairman of Ebuzzing & Teads said, “We’re delighted to have an executive of Christophe’s calibre join the team. His appointment underlines our ambition as we continue to reinvent video advertising and his experience will be vital to ensure we remain at the vanguard of innovation within the industry.”

 

 

What: Ebuzzing and Teads have merged into a company, through which they expect to generate US $100 million in sales in 2014. The newly created group plans to go public on Nasdaq in 2015.
Why it matters: The merger intends to create a global video advertising giant and gain a significant client base in the Americas. Its Outstream advertising product will be one of the major growth factors.

ebuzzing 2 -Ebuzzing, global provider of technology-driven video advertising solutions and Teads, a video ad management supply side platform (SSP) has merged to create the global video advertising group “Ebuzzing and Teads”. Ebuzzing and Teads, is intended to become the new global leader in online advertising through video and expected to generate US $100 million turnover this year, and going public  on the NASDAQ, New York in 2015.

The Ebuzzing and Teads group now covers a large percentage of the online video advertising field, and are thus well placed to deliver comprehensive and integrated solutions for advertisers and publishers.

Pierre Chappaz has been named the President and CEO of the group. Loic Soubeyrand ,will remain Teads´ CEO and Bertrand Quesada is becoming Ebuzzing CEO.Furthermore, Pascal Gauthier, former COO of Criteo and Anthony Rhind, former co-CEO of Havas Digital are joining Ebuzzing and Teads board. Teads’ investors, Partech Ventures and Elaia Partners will also join the board.

The group has over 300 employees based across 10 countries (USA, UK, France, Germany, Italy, Spain, Switzerland, Luxembourg, Mexico and Korea), including an R&D team of more than one hundred engineers based in France. The group’s turnover reached US $70 million in 2013, and is expected to exceed US $100 million in 2014 .

‘Outstream’ video advertising formats

ebuzzing nuevoWith the gradual transition of advertising budgets from TV to online, video has become the fastest growing advertising sector.

In 2013, online video advertising spend reached US $5 billion, and is expected to exceed US $8 billion in 2015 .

However potential growth has been restricted due to a lack of quality video editorial content, monetizable by inStream video ads, where video advertising is played before a user is able to access video content.

With this in mind, three years ago both Ebuzzing and Teads simultaneously developed new video advertising formats called Outstream, a video advertising that sits outside of the video stream and instead is placed within any other type of content.

For example, the video content can now be placed between two paragraphs of an article, between two images of a slideshow or in a newsfeed of a social network.The merger of the two companies will reinforce their global leadership in the video advertising industry.

Teads, the archetypal video SSP programmatic platform

Teads creates and operates several private marketplaces for its publishers (called “VPX”: Video Private Exchange) on which each publisher can manage the monetization of its video ad inventory in a programmatic or traditional way.

Already used by international media groups, such as Reuters, Teads is currently the only existing platform managing and optimizing both Instream and OutStream video ad inventory from a single interface.

Going public on the NASDAQ in 2015

Ebuzzing -The projected growth for 2014, which will boost Ebuzzing and Teads’ combined turnover to over US $100 million, means the group is planning on going public on the NASDAQ in 2015. The partner banks will soon be selected for the purpose of this operation.

Pierre Chappaz, President and CEO of the Ebuzzing and Teads group, and Loïc Soubeyrand stated: “We respect each other immensely and the complementary nature of our business models.

This is the beginning of an incredible journey which will benefit our clients, teams and shareholders.

What: French video ad-tech startup Teads, whose technology allows publishers to embed video ads within articles that play automatically when they’re visible on screen, has just closed a US $5.2 million Series A round, with funding from Partech Ventures and Elaia Partners.
Why is it important: Says Pascal Gauthier, Teads’ recently appointed independent administrator, that online video advertising market is booming and Teads seeks to effectively support TV advertisers to invest in digital and help publishers better monetize their inventory. Teads’ innovative tech platform and formats will enable the company to expand internationally at a fast pace.

Today, French startup Teads, a technology company that provides expert video advertising solutions and inventor of the “outStream” format, announced it has won a US $5.2 million round of Series A investment, led by Partech Ventures and joined by Elaia Partners. The funding will support Teads’ global expansion in the video advertising market, following the company’s success in France and the UK, and will help grow its publisher customer base.

Founded in 2011 by Loïc Soubeyrand, Loïc Jaurès and Olivier Reynaud, Teads has addressed the lack of premium online video inventory for advertisers and enabled top-tier publishers to monetize their large online audience through innovative video ads. Teads has developed “outstream” formats in order to create video inventory for publishers without the cost of buying or producing video content. These innovative ad units have been widely praised by premium press publishers and ad networks in 25 countries. The most famous format on Teads platform, inRead™, which delivers video ads within press articles (only when in view in the user’s screen), has been adopted by more than 500 publishers worldwide (Le Monde, Le Figaro, Financial Times, Forbes, The Economist, The Guardian, El Mundo, La Repubblica, Reuters, etc.).

TechCrunch reports that the inRead format embeds start playing automatically when they are visible enough (50%+) on the screen. The sound is switched on if the user mouses over the ad. Once a minimum amount of the ad has been viewed, CPV billing is triggered. Teads’ video ad formats can run across many forms of content including articles, home pages, slideshows, music, video and social media pages.

On the other side of the value chain –as reported in Clipperton Finance’s blog–, Teads also enables advertisers and agencies to secure visibility and completion of their ads.

As reported by TechCrunch’s Natasha Lomas, Teads plans to expand its presence in the U.S. on both coasts in calendar year 2014.

“The proprietary platform we have developed is able to deliver billions of video impressions every month, and allows the processing and analysis of the collected data in real time. Moreover, it has proven scalability, and this technological asset will benefit every user of the platform”, said Loïc Jaurès.

Following this transaction, Pascal Gauthier, former COO of Criteo (a company that generates dynamic personalized ads of the products and services consumers search for in the internet), has joined Teads as an independent director.

Sources: TechCrunch, Teads’ press release, Clipperton Finance.

Dynamic Creative Optimization (DCO) can be a major contributor to the performance of advertising campaigns. In this article we analyze DCO campaigns that Digo Hispanic Media has been developing for its clients.

This Thought Leadership article is presented by Digo Hispanic Media.

The same creative is used way too often by advertisers for their target audience without being adapted for each audience segment. With Dynamic Creative Optimization (DCO) messages become scalable and relevant for the target audience. According to Google, developing the right creative for each audience segment is crucial as 70% of the performance of a campaign is driven by the creative.
DCO also generates data that helps advertisers capitalize on short term opportunities. These data insights then can be incorporated into messaging in real time. Advertisers can use multiple messages with the consumer to test creatives and optimize their performance. Using DCO in a programmatic campaign allows to test and use multiple creatives without the hustle of uploading hundreds of banners. Dynamic Creative Optimization also allows to increase operational efficiency by reducing time spent on production, tracking and reporting.

What is Dynamic Creative Optimization

Dynamic Creative Optimization (DCO) is the use of data and logic to control which creative message shows in real time to provide users with the most relevant creatives at the exact time they are exposed to advertising.

The main components of Dynamic Creative Optimization are:

  1. Dynamic shells outline how dynamic content will render: Outline of the ad structure, image, CTA , feeds etc.
  2. Feeds power the creative with dynamic data.
  3. Dynamic profiles. A decision tree that follows rules between different elements and content.
Digo Hispanic Media ran a DCO retargeting campaign for a major retail client with an eCommerce site from March 1st to April 30th 2021. During this period, the campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads with general messages, Krystan Trinta, AdOps Director and Alexandra Rodríguez, Sales & Marketing Director at Digo Hispanic Media tell Portada. 

This advertising-technology has become even more important during the pandemic, making users more exposed to ads as they crave for more personalized messages based on their behavior. Purchases made through eCommerce increased by 34% consequently making advertisers expand their retargeting budgets and the use of DCO to shorten the gap between items left in a cart and their conversion into actual purchase.

Asked what elements are particularly important in DCO when it comes to target the Hispanic consumer, Trinta and Rodriguez answer: “Language. Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.”

Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.

Dynamic Creative Optimization: An Example

Digo Hispanic Media’s retail client provided the feed to connect automatically to the creative assets via Google Studio. Google Studio is a Google Marketing Platform tool focused on creative development. In  Google Studio, the feed is then assigned to a profile which includes rules about what elements are going to be dynamic in the ad shell and which ones are constant. After the profile is set up, the creative shell is generated in Google Web Designer (GWD) where it connects to the profile in place. Here the creative gets connected with the feed activating the dynamic elements assigned on GWD based on the rules in Studio. After this, the creative is then previewed and tested to see if it’s properly calling all of the elements in the feed.

The campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads.  

Audience Segmentation

The main rationale behind using Dynamic Creative Optimization in a campaign is the audience segmentation and the opportunity to serve different messages to different people in a programmatic ecosystem without the need to develop multiple display creatives. “We can use data for DCO campaigns like: feed data from an eCommerce site, price range of products, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behavior on the eCommerce site, and others that are easier to access in the online environment,” Digo Hispanic Media’s Rodriguez notes. “For instance, if the user bought an item 2 weeks ago, with DCO we can recommend other related products. DCO is also available through other channels like DOOH (Digital Out of Home) and CTV, but some of these may require more complex technology integrations which may not be available in some countries,” Rodriguez adds.
Other Dynamic Creative Optimization use cases include remarketing of last viewed product, cart abandonment and multi-language creatives for global brands. In addition, remarketing based on search allows you to show personalized ads to users on the advertisers remarketing list based on their journey in your website.

Digo Hispanic Media is offering 20% off your first Dynamic Creative Optimization Campaign, Register here.

This week, Google announced that it was delaying the depreciation of 3rd party cookies from within its Chrome browser environments. Originally planned for implementation in 2022, the phasing out is now planned to begin mid-2023. It’s the latest twist in the tale for the digital media industry, but what does Google’s announcement actually mean and what’s going to happen next?

By Remi Cackel, Chief Data Officer, Teads

Understanding Google’s announcement

Google was not the first tech giant to announce its planned depreciation of 3rd party cookies, but it has been the most significant due to its scale. As of March 2021, Google Chrome had around 65% of market share for browsers globally, so updates that affect data and targeting have implications that affect advertisers, publishers and tech platforms alike.

Google’s answer to the phasing out of 3rd party cookies on Google was a privacy sandbox model, called “FLoC”, and while they still believe this is the best solution, it seems the challenges involved in implementing such solutions at scale are greater than initially anticipated. This seems to be true from a technical perspective, with FLoCs currently only deployed on a tiny amount of Chrome traffic (<0.5%) which means the wider industry currently has no ability to test working models. But also from a regulatory perspective, with questions around GDPR compliance being raised, as well as the UK’s competition authority asking for oversight of the project to allay concerns that these changes will bring about monopolistic advantages for Google.

Google has stated that this extra time should be used collaboratively to solve many of the challenges removing 3rd party cookies brings in, including ad measurement, delivering relevant ads and content, and fraud detection.

Is this good news?

There is no doubt that the 2022 timeline was always going to be ambitious, given the lack of alignment across the digital landscape about the best solution for replacing the 3rd party Google cookie. Advertisers still want the promise of digital marketing of accountability, personalization and accuracy, whilst publishers need to ensure their content and audiences are properly valued to maintain sustainable business models.

But whether it was Unique IDs, privacy sandboxes, predictive audiences, contextual targeting or 1st party data strategies, in order to create robust and privacy focused solutions, the online world needed more time. Publishers were especially confused and concerned, as our recent survey revealed, with potentially huge impacts to their businesses without them being able to have an input into the new cookieless era.

So while a delay is welcome, we cannot let up. There have been huge strides forward over the past couple of years but there is still a huge amount to do. This is a long journey and the implications are still being understood, so we must not let up. Because cookieless is coming, even if Google has delayed their rollout, the limitations introduced by Apple with IDFA utilization (iOS 14.5) and upcoming IP deprecation (iOS 15) still require an immediate need for privacy-compliant data solutions. Indeed over 50% of current traffic in the US is cookieless.

Aligned with which, consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been. Businesses that organize themselves around future facing, sustainable data and revenue practices will be better prepared to deal with any future announcements that come from big tech.

Cookies Google

Cookies-Google: What does it mean for advertisers and publishers?

Do not stop your efforts:

  • Cookieless is an immediate need and challenge, with a large part of the web traffic already being cookieless, including over 50%+ in the US and UK.
  • Privacy-compliance is a key focus from a consumer standpoint. Apple will accelerate IP address removal in September, requiring real cookieless solutions in Safari, which will remove the possibility for fingerprint workarounds for those ad-tech players that have been using it as a strategy.
  • Cookieless readiness takes time. Getting started as soon as possible is a key factor of success.

To be prepared, Teads’ advice has consistently been to not rely on a single cookieless solution, no matter which side of the ecosystem you sit on. To be dependent on a single provider or approach means that at any moment, a new regulation or policy change could significantly impact your business.

A combination of privacy first approaches allows you to be agile and adapt as the digital ad industry evolves. At Teads, our Cookieless Readiness Program, for advertisers and publishers, talks through all of our solutions outlined below as sustainable solutions, with comparable effectiveness to cookie-based solutions without compromising on user privacy:

  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Integrating and implementing first party data strategies.
  • Planning, Insights and Measurement tools that make anonymous traffic actionable at scale

What happens next?

The reality is that the announcement shouldn’t change anything for the digital media industry. The previous timescales meant that many businesses weren’t going to have the chance to build robust plans before the cookieless world became a reality.

So the main message is that there are now two critical reasons to test and use cookieless solutions:

  • There is an opportunity to build trust and engage with ALL users, including those using existing cookieless environments such as Safari.
  • Strategically to transition to a cookieless era and be fully prepared when the light totally goes off.

If you want to take part in our Cookieless Readiness Program or have questions about how we can support your move to the cookieless era, visit our cookieless hub or contact your Teads representative for more information.

 

Digital Customer Experience: With digital channels here to stay, marketers must provide personalization and convenience across channels.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

Marketers work to build the best customer experiences possible by utilizing the most effective channels for their unique brand and audience. In today’s digital world, customer expectations for interactions have gone digital, using web and mobile, and marketing teams translate the traditional in-person experiences to digital in order to stay competitive.

Simply implementing digital tools is not enough, marketers must mirror the levels of personalization provided in physical locations across digital devices — seamlessly and efficiently— in one consolidated space. Marketers must embrace a holistic digital mindset, both externally and internally, by deploying virtual branches of business for a fully integrated digital transformation.

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey and explore every touchpoint in the customer experience, adapting each one to mimic the high-touch engagement of in-person interactions.

With a branded app, customers are able to engage with your brand identity conveniently and are more likely to associate positive experiences with your brand. With a private digital channel that is available wherever, and whenever, the wider your reach and the greater your brand consciousness.

Increasing brand consciousness encourages consumers to be more active participants in the shopping experience, but also requires you to deliver a compelling digital channel that keeps their attention and responds to their needs.

While the consumer-facing component of your business’s digital arm is critical, it must be part of a broader ecosystem of tools that enable cross-team collaboration, management and productivity. By equipping your whole team with powerful, all-in-one platforms, you improve the employee experience and help them perform better, translating to more sales.

Effective digital transformation requires holistic, integrated change across your entire organization.

Digital Transformation

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

  1. Digital Customer Experience: Engage with customers with comprehensive digital channels. When customers need to toggle between multiple apps to engage with your business, they’re often engaging in a frustrating and disjointed experience. By housing all capabilities in one secure location, you distinguish the customer experience as a branded one, building recognition for your logos, voice and offerings. Users should be able to access the full organization from anywhere, across all digital channels.
  2. Leverage personalization in the digital experience. Whether online or in-person, customers expect to be treated as individuals with names, preferences and a purchase history. Use the digital landscape to translate in-store brand experiences to a virtual platform. For example, give product recommendations via email based on customers’ unique buying behavior and the changing seasons. Rely on data and insights to display dynamic calls-to-action with language tailored to each customer’s preferences and motivations. In short, look for opportunities to spark an emotional connection with buyers that makes them more likely to click — and convert.
  3. Establish clear communications with your team. Owned and branded digital messaging channels allow teams to communicate on-demand effectively and securely, both internally and with customers. Centralized platforms allow swift communication company-wide. In addition, they enable businesses to tailor permissions for internal discussions.
  4. Enable effective management. Your digital capabilities should include a management portal for insight into internal activity and visibility on external communications. With all digital customer experience and employee interactions organized within a single secure platform, businesses can gather and store data, creating important audit and e-paper trails. This data can also be used to track and analyze performance related to key business goals, then optimize areas that are lacking.

As digital expectations continue to soar and consumers look to seamless brand experiences for their services, marketers play a critical role in merging digital resiliency with the brand experience.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

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