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Pierre Chappaz is CEO & Co-Founder of Ebuzzing and Teads Group.

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open AdExchanges and operate solely on private exchanges clearly demonstrates that the lack of transparency and fraud in online advertising has reached an unsustainable level. It is time for an industry-wide rethink.

For video advertising the situation is potentially even more precarious, due to the domination of pre-roll advertising formats. Instream formats like pre-roll force web users to watch an advert before they are able to view their chosen video content. Leaving fraud, which accounts for 12% of all impressions , aside for now, the biggest threat to viewability is user behaviour.

The biggest threat to viewability is user behaviour

Today’s internet users have developed lightening quick reflexes to avoid advertising they do not wish to watch. They open a new tab or window, mute the sound the very instant an unwanted advertisement appears in front of their video content.

A recent study by Tubemogul revealed that 70% of all non-viewable impressions are non-viewable because the window in which the video is playing is no longer on the screen.

Once bot traffic is discounted, the viewability of pre-roll advertising drops to 22% on average and 48% in premium environments. Ultimately advertisers who buy on CPM are paying between two and five times more than they should.

To combat the issues surrounding viewability, new technology able to precisely measure the viewability of videos from beginning to end has been developed.

Pre-roll

Although monitoring viewability is key, it is more important to develop formats which encourage the user to watch an advert, not avoid it at all costs. Returning to the topic of pre-roll advertising, it is clear to me that the days of non-skippable pre-roll advertising are numbered.

The days of non-skippable pre-roll advertising are numbered.

It is impossible to force a web user, who is active, mobile and engaged, to watch an advert if they do not want to. Web users are not in the same frame of mind as those watching TV at the end of a long day, half asleep and too lazy to change the channel during the ad breaks, they will skip if they are not interested. While the majority of users may not be interested in watching your advertising, why not focus on those who actually want to hear from your brand?

We believe that adverts have more value when they are intentionally viewed by web users. Video adverts are often highly entertaining and great quality, and can be offered as relevant content, not a painful toll that must be paid before video content can be viewed.

The view-to-play concept is an efficient and elegant solution to the challenge of viewability in video advertising. But it also has another benefit: it opens huge new premium video inventory in the world’s largest media sites. The availability of such premium inventory, on a global scale, can only be good news for advertisers, agencies and media owners alike.

Pierre Chappaz has held marketing and communications positions at Toshiba, Computer Associates and IBM. He founded the site Kelkoo in 1999, he has been president of Yahoo Europe and also created Wikio in 2005, wich merged with Ebuzzing in 2009.

Pierre Chappaz is CEO & Co-Founder of Ebuzzing and Teads Group.

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open AdExchanges and operate solely on private exchanges clearly demonstrates that the lack of transparency and fraud in online advertising has reached an unsustainable level. It is time for an industry-wide rethink.

For video advertising the situation is potentially even more precarious, due to the domination of pre-roll advertising formats. Instream formats like pre-roll force web users to watch an advert before they are able to view their chosen video content. Leaving fraud, which accounts for 12% of all impressions , aside for now, the biggest threat to viewability is user behaviour.

The biggest threat to viewability is user behaviour

Today’s internet users have developed lightening quick reflexes to avoid advertising they do not wish to watch. They open a new tab or window, mute the sound the very instant an unwanted advertisement appears in front of their video content.

A recent study by Tubemogul revealed that 70% of all non-viewable impressions are non-viewable because the window in which the video is playing is no longer on the screen.

Once bot traffic is discounted, the viewability of pre-roll advertising drops to 22% on average and 48% in premium environments. Ultimately advertisers who buy on CPM are paying between two and five times more than they should.

To combat the issues surrounding viewability, new technology able to precisely measure the viewability of videos from beginning to end has been developed.

Pre-roll

Although monitoring viewability is key, it is more important to develop formats which encourage the user to watch an advert, not avoid it at all costs. Returning to the topic of pre-roll advertising, it is clear to me that the days of non-skippable pre-roll advertising are numbered.

The days of non-skippable pre-roll advertising are numbered.

It is impossible to force a web user, who is active, mobile and engaged, to watch an advert if they do not want to. Web users are not in the same frame of mind as those watching TV at the end of a long day, half asleep and too lazy to change the channel during the ad breaks, they will skip if they are not interested. While the majority of users may not be interested in watching your advertising, why not focus on those who actually want to hear from your brand?

We believe that adverts have more value when they are intentionally viewed by web users. Video adverts are often highly entertaining and great quality, and can be offered as relevant content, not a painful toll that must be paid before video content can be viewed.

The view-to-play concept is an efficient and elegant solution to the challenge of viewability in video advertising. But it also has another benefit: it opens huge new premium video inventory in the world’s largest media sites. The availability of such premium inventory, on a global scale, can only be good news for advertisers, agencies and media owners alike.

Pierre Chappaz has held marketing and communications positions at Toshiba, Computer Associates and IBM. He founded the site Kelkoo in 1999, he has been president of Yahoo Europe and also created Wikio in 2005, wich merged with Ebuzzing in 2009.

What: Video advertising technology company Ebuzzing has opened an office in Mexico to strengthen its presence and respond to demand in the region. Isela Abarca ,who has been appointed as Ebuzzing  Business Director, will run operations in the Mexico office.
Why it matters: Video advertising companies are expanding into the Latin American and U.S. Hispanic markets as these markets have an important catch-up potential compared to the U.S and Latin audiences over-index in online video consumption.

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Ebuzzing, the video advertising technology company, has opened an office in Mexico to strengthen its presence in LatAm due to the extraordinary demand in the region.

Additionally ,the company has launched its Hispanic network within the United States, which implements ip targeting, that allows to reach 20.8 million Hispanics living in the US and support LatAm publishers to earn revenue from US traffic.

Basically, ip targeting technology makes it possible to identify Spanish-speaking users within the United States and deliver them Spanish language campaigns.
 

Ebuzzing already has 15 offices globally including an office in Miami, which opened in September 2013 and acts as the hub for pan-regional campaigns and LatAm operations.

It has run over 150 campaigns across 20 countries including the US, Argentina, Mexico, Brazil, Chile, Peru, Puerto Rico,Panama, Colombia and Venezuela, exceeding targets by +50% last year. Consequently, the LatAm operations has quickly expanded in the last six months and based in Argentina and Mexico. LatAm campaigns are carried out independently by the LatAm team. The company has worked alongside global leading brands, including P&G, Samsung, Chanel,Puma and Citgo.

Operations in Mexico will be run by Isela Abarca, who joined Ebuzzing as Business Director from Impaktu earlier this month. With over six years of experience working in start-ups within the advertising industry, She has been appointed to oversee Ebuzzing’s growth in Mexico.

Eric Tourtel, General Manager LatAm explained: “Ebuzzing have been pioneers in video advertising since 2006. Our outstream format proposition is what made the company leader in Europe . I am confident we can achieve our ambitious expansion plan in the LATAM region. Opening an office in Mexico will allow us to provide our customers with the best service and enable us to significantly grow our publisher network.”

Isela Abarca commented: “I am very excited to have joined Ebuzzing, especially at such an interesting time for the company. My first focus is to develop a strong team whowill be similarly dedicated to our Mexico based clients.”

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: Global expert in video advertising Ebuzzing recently launched a new online-video broadcasting platform called Self Serve.
Why is it important: Video advertising is no longer a privilege of big-budget brands, SMBs can now more actively interact with their audiences and create more relevant conversations in blogs, media or social networking sites.

According to sources such as M&M Global and BusinessWire, video ad network Ebuzzing has launched a new platform called Self Serve, which it describes as the first global platform for media agencies and small and medium businesses to broadcast brand online videos, targeting audiences via a wide range of metrics, including location based on country, city or zipcode, with over eighteen different profiles to choose from, such as “fashion & lifestyle”, “high income”, “influencers”, “marketers”, etc.

Ebuzzing Self Serve, BusinessWire reports, is the only video ad network to offer advanced transparency and security measures for agencies and advertisers, creating a safe environment for brands. It is an intuitive, efficient tool that provides state-of-the-art analytics, and Ebuzzing’s advanced technology and unique expertise in information retrieval, data mining, analytics, video distribution and social media gives greater flexibility for video ad management.

Ebuzzing Self Serve will give customers access to Ebuzzing’s innovative video ad player, which generates significantly higher engagement compared to standard pre-roll ads. The click to play, user-initiated model means that Ebuzzing guarantees advertisers engaged users who intentionally click to watch advertising video. Plus, the platform is compatible with YouTube videos, MP4 files and digital video ad serving template (VAST) IAB standards.

Advertisers worldwide have acknowledged the growing popularity of viral and video advertising. Through Ebuzzing Self Serve, they can target bloggers, media sites and Facebook users, locally and globally, on the web and mobile.

“Online video gives you a way to create a more personal conversation with consumers,” says Paul Coggins, Ebuzzing’s VP mobile. “Video content is easy to share and lets viewers interact with your brand.” This summer, the company also announced the development of proprietary technology that allows brands to share their video content from Vine and Instagram on other platforms.

What: Global expert in video advertising Ebuzzing recently launched a new online-video broadcasting platform called Self Serve.
Why is it important: Video advertising is no longer a privilege of big-budget brands, SMBs can now more actively interact with their audiences and create more relevant conversations in blogs, media or social networking sites.

According to sources such as M&M Global and BusinessWire, video ad network Ebuzzing has launched a new platform called Self Serve, which it describes as the first global platform for media agencies and small and medium businesses to broadcast brand online videos, targeting audiences via a wide range of metrics, including location based on country, city or zipcode, with over eighteen different profiles to choose from, such as “fashion & lifestyle”, “high income”, “influencers”, “marketers”, etc.

Ebuzzing Self Serve, BusinessWire reports, is the only video ad network to offer advanced transparency and security measures for agencies and advertisers, creating a safe environment for brands. It is an intuitive, efficient tool that provides state-of-the-art analytics, and Ebuzzing’s advanced technology and unique expertise in information retrieval, data mining, analytics, video distribution and social media gives greater flexibility for video ad management.

Ebuzzing Self Serve will give customers access to Ebuzzing’s innovative video ad player, which generates significantly higher engagement compared to standard pre-roll ads. The click to play, user-initiated model means that Ebuzzing guarantees advertisers engaged users who intentionally click to watch advertising video. Plus, the platform is compatible with YouTube videos, MP4 files and digital video ad serving template (VAST) IAB standards.

Advertisers worldwide have acknowledged the growing popularity of viral and video advertising. Through Ebuzzing Self Serve, they can target bloggers, media sites and Facebook users, locally and globally, on the web and mobile.

“Online video gives you a way to create a more personal conversation with consumers,” says Paul Coggins, Ebuzzing’s VP mobile. “Video content is easy to share and lets viewers interact with your brand.” This summer, the company also announced the development of proprietary technology that allows brands to share their video content from Vine and Instagram on other platforms.

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