Advertising on such sites is attractive to brands that want the security that their video ads willsit safely within a premium, high quality environment that is relevant to their audience.
Teads’ inRead is an outstream video advertising format developed for desktop and mobiledevices. It represents a complete break away from traditional online video advertising, whichhas typically focused on ‘instream’ formats such as pre–roll and which is often plagued withproblems of viewability, lack of inventory and damage to the user experience.
A recent Nielsen study revealed that Teads’ inRead format outperforms skippable pre–rollformats across a range of metrics, including purchase intent and brand favorability5. Forpremium publishers, this format not only unlocks valuable inventory on their websites, butalso provides the quality brand experience their readers demand.
The inRead format places video advertising within the editorial content of a publisher site,positioning the video unit within two paragraphs of an article. When the user scrolls downand sees the video unit, inRead emerges and serves the video advert. By sitting outside ofthe video player, inRead dramatically increases the amount of premium video advertisinginventory available. inRead’s Cost Per View billing is also triggered only after minimumviewing time, meaning advertisers only pay for completed views.
Bertrand Quesada, CEO, said, “Teads prides itself on working with the industry’s mostforward–thinking publishers and we’re thrilled to add publications of this quality to thegrowing list of premium sites using Teads’ outstream technology. Our inRead format deliverstremendous scale for publishers and allows them to open up new premium video advertisinginventory for brands. We remain focused on bringing an end to the viewability questions inthe video advertising industry by offering formats that are actually visible to consumers.”
Lee Fels, Head of Mobile and Video at Guardian Media said, “We’re very happy to beextending the availability of the inRead format across our sites, following successful trials.The format is popular with advertisers and, critically, doesn’t compromise the userexperience in any way.”
Nicole Holtsmark, Head of Programmatic Trading & Audiences at The Telegraph said, “Wehave seen a huge increase in advertisers wanting to run video campaigns across our sites,but just offering pre–roll limits our ability to service this demand. inRead is an elegant solution– allowing us to create new inventory from our existing high quality content and driveincremental revenues.”