Teads is an ad tech firm whose services are best known for popularizing the “outstream” ads, which enabled publishers to negate the need to create video content against which they have to run video ads. Teads now wants to break another barrier of its own. While the ad tech firm has notoriously allowed publishers to run video ads in the midst of their text paragraphs, they now want to allow them to place display ads in the same spaces occupied by video ads.
“We own the space between paragraphs, and we’ve been using that space to deliver video, and we’ve been very successful at it,” says Teads’ Latin America SVP Eric Tourtel, in this video interview with Beet.TV. “So we thought, ‘Why don’t we try to also fill it with display?’
“Right now, we are bringing (clients) video budgets. We would love to bring them display budgets now.”
While this decision may sound like turning the clock backwards to more conventional formats, Teads wants to modernise the new ads by tweaking them using features from Brainient, the firm it acquired in September 2016, to make to the ads more interactive.
Brainient enables advertisers to assemble interactive ad units from various distinct creative assets supplied by different creative agencies. And Tourtel thinks those pieces add up to more ad engagement.
“We grew so much because we’ve been delivering viewable-only ads, and we’re going to do the same with viewable-only display ad,” Tourtel adds.
He adds that Teads will guarantee that the ads sold will be viewable for three or five seconds, compared with the mere 9% of industry-wide impressions that he says are viewable for more than a second.
“I’m going to build a display format that is going to be engaging,” he says. “And by doing that, we are going to get this viewability that we don’t usually get in display.”