Hosted amid the snowy mountains of Vail, Colorado, the 2015 Digiday Publishing Summit is one of the premier events for publishers and digital leaders. It’s where progressive dialogues about client-publisher relationships, data management, and programmatic adoption take place – just the type of conversation that Teads is committed to furthering! That’s why our North American GM Jim Daily was happy to participate in leading the event’s outstream video fireside chat, alongside The Washington Post’s Sr. Director of Ad Innovations and Client services, Jeff Burkett.
Burkett, who has been with The Washington Post for an impressive fourteen years, introduced his line of business by describing how The Post is now tightening up its video strategy. By building out a production studio and recruiting content creators, Burkett explained, The Post hopes to meet advertisers’ growing demand for more video inventory.
The Post’s in-house video strategy has been a great addition to the publication’s overall content offering, satisfying the varying interests of audiences and targeting goals of advertisers. However, Burkett emphasized, it’s also proven hectic. The fast-paced buying and selling of The Post’s video inventory leaves the publication’s sales force fumbling to ensure that each asset of their site is properly monetized – which might explain why Burkett likened the chaos to ‘five year olds at a soccer game.’
Daily then chimed in, shedding light unto The Washington Post’s recently established partnership with Teads. What began as a basic outreach to The Post, soon evolved into what Burkett described as a “huge opportunity.”
What, exactly, is the huge opportunity that outstream brings? Burkett summed it up in three tidy points:
1) Demand: Teads has trusted partnerships with advertisers and brands who are happy to buy The Washington Post’s outstream inventory
2) The ability to white label: Because advertisers are so keen on purchasing inventory at scale, The Posts’ sales force can now sell far beyond the boundaries of pre-roll. With outstream, advertisers who work with The Post are guaranteed that their desired volume of a campaign distribution will be met.
3) Programmatic: As early adaptors of programmatic, The Washington Post has already pre-sold inventory via Teads’ own solution. The Post, Burkett explains, is keen on programmatic’s ability to simplify the sales process, as well as unearth coveted data. By working with Teads’s programmatic platform, The Post now has access to additional programmatic opportunities.
Of course, discussion about outstream’s advantages did not stop at three points. Eventually, Burkett and Daily began exploring the issues that viewability presents, and the solutions that outstream advertising offers. Outstream formats, like Teads’ inRead, which only plays when 50% in-view on the webpage, represent a huge relief to Burkett, who admits to his frustration with the industry’s ever-conflicted standards on viewability.
What Daily and Burkett’s conversation demonstrates is that we are truly embarking upon an exciting era of digital innovation in video strategy. At Teads, we’re incredibly proud and honored to be apart of the movement’s booming center.