Newspaper rival platforms News UK, The Guardian and The Telegraph have launched a premium marketplace for video advertising in a brave show of Unity within the news industry. The new Verified Marketplace will be a joint sales platform that will run a single type of video ad inventory, called “outstream” video.
“The reason we are focusing on outstream is we believe it’s the fastest growing video format,” Hamish Nicklin, the chief revenue officer of Guardian News & Media, said.
Outstream video ads are individual ad units that are placed within News articles in between paragraphs of editorial excerpts. Outstream was worth £363m or 52% of the online video ad market in the first half of 2017 in the UK, according to the IAB, which added that video revenue overtook that of banner ads this year. Brands will be able to purchase outstream video ads on the verified marketplace via News UK Unruly platform.
According to publishers, this new marketplace will be a “trusted, brand-safe” platform for “high quality” video marketing with the immense potential of reaching over 39.4 million unique users across four national titles: News UK’s The Sun and The Times, The Guardian and the Daily Telegraph.
“We’re excited about it because it shows the market that we’ve listened,” Nicklin said, acknowledging that agencies want the buying process to be easier.
“We think it’s a good product, we know outstream video is growing, we know brand safety continues to be an issue, and it shows news brands can collaborate. It bodes well for the future.”
Jason Trout, Unruly’s managing director of EMEA, said The Verified Marketplace “will deliver high-quality ad formats and peace of mind to advertisers at a time when trust in the programmatic eco-system has never been lower, solving the problem of scarcity of genuinely premium, verifiably brand safe and viewable video environments”.