Outstream Advertising Emerges as Key Solution to the Challenges Facing Digital Video According to Independent Consulting Firm
Outstream Video Formats Set to Become a New Standard that Address Viewability Issues and Open Up New Premium Video Inventory for Brands
New York and London(09 Jun 2015)
According to a June 2015 commissioned study conducted by Forrester Consulting on behalf of Teads, the inventors of outstream video advertising and a global monetization platform for publishers, outstream advertising has emerged as the new video advertising standard and the credible solution to the problems media companies, advertisers and agencies face with digital video advertising.
Forrester Consulting conducted a survey of 529 decision-makers representing advertisers, agencies and media companies in Argentina, France, Germany, Italy, Mexico, Spain, UK and the U.S., and found that both buy and sell-side companies are bullish on digital video advertising’s future, with at least 70% of agencies and advertisers expecting video budgets to increase in the next two years, and 73% of media companies planning to offer more volume of video inventory to meet demand. However, challenges (including the definition, availability, and lack of premium video inventory, and assuring digital video advertising performance) hold advertisers and media companies back from fully pursuing digital video advertising solutions.
To help drive the digital video opportunity, many buy and sell-side firms are opening themselves to additional sources of premium video inventory, including outstream advertising, which places video ads in the heart of written editorial content, rather than depending on native video content to host the ad.
In the study, “Solving Digital Video Advertising’s Premium Dilemma,” Forrester Consulting found that 77% of advertisers and 70% of agencies believe outstream advertising will be a more important part of their media mix in the future. For media companies, Latin America (81%) is most likely to see outstream becoming more important, followed by over 60% of media companies in EMEA and in the U.S.
Buy-side firms told Forrester Consulting that outstream formats enable them to buy programmatically, helps alleviate concerns around viewability and delivers a positive end-user experience. Media companies reported that outstream ads enabled them to offer more premium video inventory and drove solid return on investment.
“I believe that the latest study from Forrester Consulting reinforces what we’ve known for some time – that outstream advertising presents a huge opportunity for media companies, advertisers and agencies looking to achieve success in digital video,” said Bertrand Quesada, CEO of Teads. “As the inventors of outstream video advertising, Teads is well-positioned to solve the industry’s premium problem by delivering innovative formats that drive greater results from digital video advertising.”
Additional findings:
- Digital video spend will increase in the next 2 years. Video ads allow advertisers to reach customers with rich, engaging messages about their brands and products, for agencies, video offers higher fees and the opportunity to work on exciting ad content, and for media companies it represents a significant revenue opportunity.
- Lack of premium inventory – and disagreements about the definition of premium – hold back video’s growth. To avoid the worst of fraud and poor viewability, advertisers and agencies default to “premium” inventory. This drastically reduces the ad opportunities available and muddies the market with differing criteria for what qualifies as “premium.”
- Advertisers, agencies and media companies must build an accountable, transparent video ad market. Media companies that can deliver high quality real-estate, backed by assurances on performance will be poised to deliver truly premium video ad inventory that will provide confidence buyers are seeking. Buyers who then expand their definition beyond known and trusted media brands and embrace media companies that offer transparent and accountable measurement will benefit from more effective campaigns.
*To download the full study, “Solving Digital Video Advertising’s Premium Dilemma”, please visit: http://teads.tv/en/teads-forrester-download/.
About Teads
Teads, founded in 2011, is the inventor of outstream video advertising and a global monetization platform for publishers. Prestigious publishers such as Reuters, Forbes, The Washington Post, La Razón, Die Welt, II Sole 24 Ore, The Guardian, The Telegraph, O Globo, and Le Monde are using Teads platform to create brand new video inventory and to manage their existing inventory, monetizing it through their own sales force, Teads’ managed services or third parties including programmatic buyers.
Teads’ outstream video advertising solutions encompasses a series of formats inserted deep into media content, including articles, slideshows and newsfeeds. 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, to roll out both local and global campaigns. Luxury brands such as Cartier, Gucci, Breitling, Louis Vuitton, and Emirates, are relying on Teads outstream video advertising solutions to reach their high-income target audiences. High tech companies such as Microsoft, Google and Samsung are also Teads customers, as well as car manufacturers such as General Motors, Volkswagen, BMW, Jaguar-Land Rover and Audi and FMCG companies such as Unilever & P&G.
Teads has a team of over 400 employees, 100 of which are in the innovation team, across 28 global offices in 18 countries.