Teads Boosts Its Expansion in Brazil with the Addition of New Managing Director, Fabricio Proti
The Recognized Industry Leader and Former Facebook and Instagram Executive, is Tapped to Oversee Teads’ Growing Sales and Business Operations in Brazil
São Paulo, September 20, 2016: Teads, the inventor of outstream video advertising and the number 1 video advertising marketplace in the world, announced today it has named Fabricio Proti as Managing Director of Teads Brazil. Proti is a seasoned industry and advertising veteran, joining Teads with more than 17 years of experience in video, digital marketing and business development for some of today’s top global technology companies and media agencies. With his vast knowledge in online advertising, programmatic and video, Proti will play a key role in the further growth and expansion of Teads business operations in Brazil.
Prior to joining Teads, Proti spent the last two years as Head of Branding and Business Development for Instagram, leading the launch and positioning of the brand’s ad business in Latin America. Proti is also a member of the founding team for Facebook Brazil where, as Ad Sales and Business Director, he supported the development of their sales structure from the ground up. His achivements include overseeing planning and execution of monetization strategies for Facebook’s roster of clients within the automotive, telecom and technology verticals. Before Facebook, Proti spent over 12 years at Globosat, spearheading their media sales business. He is currently a board member for IAB Brasil, a respected addition to his already stellar career experience.
Proti joins Teads at a time when mobile video advertising and programmatic trading are growing exponentially in the industry and Latin American region, especially in Brazil. According to Millward Brown, of the whopping 474 minutes Brazilians spend on average consuming media daily, 215 of those are spent consuming through mobile devices, surpassing both desktop (146 minutes) and TV (113 minutes). Advertisers have been slower to respond in Brazil but eMarketer estimates mobile internet ad spending to surpass $3 billion USD by 2019, 3 times more than the predicted mobile ad spend for this year, accounting for over 66% of the expected digital ad spend in the country. In conjunction, programmatic is seeing a significant increase in the region with a projected 55% growth for 2019, leading other regions globally. Programmatic already accounts for over 30% of Teads’ business and is expected to increase to 50% of its revenue base by year-end.
But growing accessibility to advertising on mobile screens, now with the added benefit of automation, means higher risk of ad blocker adoption and a greater need for native ad formats like Teads’ inRead. A recent Teads ad blocking study showed ad intrusiveness is magnified on mobile devices, with 83% of respondents in Brazil finding forced ad formats to be more intrusive on mobile. Teads native outstream video formats champion the user experience with viewable, non-intrusive video advertising positioned within the editorial content of a publisher site. The opt-in video unit is launched upon user response and includes skipping capabilities from the start with sound controlled by the user, respecting their choice to view the advertisement. Teads’ inRead, available across any screen, is proven to help brands increase key KPIs like brand awareness and purchase intent when compared to instream formats while its programmatic Supply Side Platform technology allows for smarter audience targeting and increased engagement.
“With a focus on mobile and programmatic, Teads is dominating the video advertising space, ranking #1 in ComScore’s Video Ad Metrix month after month and counting with 1.2 billion unique users of which more than half (720 million) originate from mobile. Plus, Teads’ recent acquisition of interactive video creation studio, Brainent, makes Teads’ marketplace the only global solution for the creation and distribution of interactive video ads at scale, ” said Eric Tourtel, Senior Vice President of Teads LatAm. “But there is still a lot of room to grow, especially in Brazil, one of our biggest and steady-growing LatAm markets. We are thrilled to have an executive with such vast industry experience join the Teads family at this exciting time. We know Fabricio will help lead Teads Brazil to the next level and uncover the immense potential of our Brazilian market.”
Proti adds, “I’m grateful to have been able to help solidify the footprints of revolutionary companies like Facebook and Instagram in Brazil. Teads in its own right is a technology company that is revolutionizing the advertising industry as we know it. I look forward to this new opportunity to expand the company’s reach with video formats that are mobile-driven and programmatically effective. As a top priority, I also hope educate the market on the latest innovative platforms, the benefits of programmatic, and industry best practices to create a stronger advertising ecosystem in Brazil. I am confident that with initiatives like Teads Academy and our Programmatic Outstream Accreditation Program, I can help bolster Teads’ footprint in Brazil and maintain strong market leadership in the region.”
In Brazil, mobile dominates Teads publishers’ online traffic with more than 60% of visits originating from a mobile phone. Teads’ outstream solutions offer cross-screen options as well as new mobile-exclusive formats, inRead Square and inRead Vertical which leverage users’ natural vertical use of the phone and smartphone display fit to deliver higher impact native video advertising. Teads is currently the only company offering a vertical video format with premium, programmatic distribution in Latin America. Additionally, the technology company recently released two new formats. With inRead Live advertisers can provide extended reach of TV events through live broadcasting, and with inRead 360 brands can provide an immersive 360-degree video ad, similar to a virtual reality environment.
Teads’ inRead suite unlocks unprecedented levels of premium online video advertising inventory. Teads’ premium video inventory spans over 500 top-tier publisher sites globally including Estadão, O Globo, Exame, ESPN, Vogue, among others.
Teads, founded in 2011, is the inventor of outstream video and the number 1 video advertising marketplace in the world. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties. Teads works with more than 4,000 publishers worldwide, including 150+ exclusive partners across Latin America such as O Globo, El Universal Mexico, Clarin and El Tiempo.
Teads’ native video advertising solutions encompass a series of formats inserted
deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform. Teads has a team of over 450 employees, 100 of which are in the innovation team, across 27 offices in 20 countries, including 5 offices dedicated to serving Latin America in Miami, Argentina, Brazil, Colombia and Mexico.