inReadTM
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REINVENTING VIDEO ADVERTISING
inRead
TM
inReadTM a groundbreaking and innovative outStream video ad format" invented by Teads.tv
Presentation for publishers
Teads, a video ad platform for publishers & sales houses INNOVATIVE VIDEO AD FORMATS inStream and ouStream video formats, multi formats, multi devices for any type of content
VIDEO AD SERVING Classical sales (IO)
VIDEO SSP Programmatic sales
2
2014, EBUZZING REBRANDS AS « TEADS » FOLLOWING MERGER WITH AN EYE TO JOIN THE NASDAQ IN 2015 Press release http://teads.tv/#/en/press
WITH STRONG INVESTORS BACK UP
3
2 000+
Advertisers
650 $100M $40M
Millions videos served each" month, all over the world
2014 estimated revenue
Fund raising
500+ 25
Premium publishers
Global offices New York, Miami, London, Paris, Mexico, Milan, Madrid, Rome, etc.
100+ 320+
R&D employees
Global employees
Why video? 5
Display has the visibility problem of impressions
advertising campaigns are never viewed
69 %
31 %
of advertising campaigns" are viewed by the user
Are those 69% of impressions visible long enough?
"
By “ads viewed” we mean: 50% of the viewable area of the format has been" displayed on the screen for at least 1 second (source IAB) "
> Watch explanatory video "50% of pixels Ad in view for one second” http://goo.gl/Mx73V Source : CPM Display - comScore vCE Charter Study 2012
6
Display formats continuing to lose effectiveness 0.35 % 0.30 % 0.25 %" 0.20 %" 0.15 %"
0.20 %
0.12 %
0.09 %
0.07 %
0.05 %
0.10 %" 0.05 % CTR 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source : Clipperton Finance Analysis, MediaMind, eMarketer, Pearson 7
Because, video advertising is Booming! « Digital video grows, and 75% of marketers think it'll surpass TV in 3-5 years. »"
« 65% of Ad Buyers to spend more #online while TV Budgets shrink. »
Source: IAB, April 2014
"
3.2"
X
6.3B
USA
5B
1.55B
2.9B
"
2.1"
X
3.9B
EUROPE
1.3B
2B 1.1B 0.9B 0.7B
Online video advertising spent in billions of dollars and euros Source : SRI / Capgemini Forrester Research. Spend 8
Why outStream? In addition to inStream
9
Because, inStream = satured environment PreRoll • Reach at expense of the quality of exposure MidRoll • No guaranteed viewability PostRoll • No Premium Video Inventory
!
100% premium inventories are filled by sales houses
!
Out of UGC inventory, agencies are unable to spend advertising budgets of advertisers
Publishers that have some video inventory don’t penetrate the market (eg
! !
)
Not ad scale inventory
10
inStream doesn’t solve the Premium Inventory Problem INSTREAM "
50%"
CATCH-UP TV:"
1
Volume + brand safe"
of investment
" "
2
SOCIAL NETWORKS AND
46%
UGC WEBSITES: Volume"
3
PREMIUM PRESS WEBSITES:
Context + audience
Premium video Inventory is EXPENSIVE! and NICHE!
4% of online video content is premium with inStream
Sources: Mediametrie Video Measurement, March 2013. TV Barometer, September 2013 11
Because, users you want to reach are NOT on video content Do you know that users spend
41 hours online per month ? 12.7 hours "
28.3 hours "
watching online video per month
browsing media sites, newspapers, blogs etc. per month
inStream formats
outStream formats
(pre-roll, etc.)
(inRead, etc.)
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outStream is " video advertising that sits OUTSIDE of the video stream The outstanding advantage of this format is that it brings an additional video inventory. ✓ No need to produce, buy or broadcast video content ✓ Ad scalable inventory ✓ Visible and effectiveness
This is" outStream format
✓Video stream
✓Video metrics
✓Video player
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Why Teads?
With inReadTM, leading outStream video ad format 14
Because inReadTM is perfect for awareness, branding and premium video inventory at scale REACH" POTENTIAL
+ inReadTM
TrueView Ad Exchange
PREMIUM INVENTORY
-
PREMIUM INVENTORY
+
FEP
REACH" POTENTIAL
-
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Because inReadTM format recognized as effictiveness
Compared to pre-roll, our inReadTM format have been proven by Nielsen’ad effectiveness study to:
Boosts brand association by
+25%
Increase brand favorability by
+15%
1/3 prefer inReadTM to other advertising on the Internet
Source: Compared to preroll advertising. Nielsen & Ebuzzing Ad Effectiveness Study 2014a
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Because Teads’ premium video audience is growing
On June 2014, Teads (former Ebuzzing and Teads) is 1st of TOP 20 Video properties in France by Unique Viewers (000)
Source: comScore Video Metrix, France, Age 6+, June 2014
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Because 2 000+ advertisers like inReadTM
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Because 500+ Premium world-class publishers already use inReadTM
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inRead
TM
In 2013 the inRead video format took Europe by storm. Now available internationally. TM
CASE STUDY - EUROPE Situation for print publishers
• • • •
Attractive environment for video advertisers Limited video content and ad inventory Stagnant display income while video advertising is steadily increasing
2014: 10 % of TV media buys will be shifting to digital video. Main beneficiary Youtube with $5.6 billion gross revenue
Teads’ proposal: inRead™ outStream format
• HD Video: innovative BTF advertising inventory ad unit with visibility guarantee • Volume: format potentially integrated on every article page (large inventory) • Revenues: effective format/ high eCPM and substantial line of extra revenue • Acceptation: user experience not affected and control of exposure (capping) • View To Play Technology: Guaranteed viewability. The video only plays when visible on screen
Results
• Format integrated by all major print publishers in France, UK, Italy, Spain, Benelux etc. • Hundred millions of Complete video delivered every month • A scalable alternative to Youtube True View for advertisers • inRead™ to become the standard video format for print publishers
and more… 21
inRead™ PRESENTATION The ideal format to monetize your existing editorial content with video revenue
Video Advertising format integrated in the heart of your articles
inRead Teads
View To Play™ Technology (as opposed to auto-play or click –toplay): – Guaranteed viewability - the video only plays when visible on the user’s screen.
CPV remuneration triggered after a minimum viewing time
VAST2 and VPAID compliant
High eCPM: 5 x higher than your standard eCPM on average
• Perfect fit for publishers with strong editorial content. InRead displays exclusively in article pages (below the fold only)
• Full control from your display adserver. All targeting capabilities available (capping/ behavorial/ volume/ positioning etc).
An exclusive Teads format 22
inRead™ DEMONSTRATION Visibility
Visibility
0 %
under 50 %
The video is loading but not starting yet
Visibility
Video read entirely
The video pauses automatically when visibility is under 50%
The video retracts until it fully disappears
over 50 %
Slightly visible on the screen, the video is still not playing
Visibility
under 50 %
The video starts
Video demonstration at vimeo.com/teads/inread Try the inRead at demo.teads.tv/inread/129/481 23
inRead BENEFITS
A video format for a new audience : readers don’t usually watch videos ads
Easy to add interactive features* VAST VPAID compliant
Quality of broadcast,
Format feels very natural to users less interruptive than pre-rolls
Placed in the heart of any editorial
Ease of integration. Requires 1 video
measurement and optimization via our proprietary adserver
content for an optimal performance
Guaranteed viewability
(Alenty third party validation) Article read = video viewed
and 1 script in the adserver
Performance and branding with inRead, advertiser only pays when video is viewed (CPCV mode)
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inRead BENEFITS
VERSUS PREROLL AND TRADITIONAL TV INREAD CPV
PREROLL
Tradi2onal TV
Huge broadcast volume Low Ad CluCer Pay only when ad is seen Guaranteed viewability
Best user experience Doesn’t interrupt reading
Video inventory extension
without the necessity to create video content
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VPAID compatible video formats Formats at the forefront of innovation with an immersive and engaging video experience thanks to compatibility with latest VPAID technology. Sound and Skip buttons Logo, Brand title Share buttons
Drive-to-store Book a test drive Request a sample Go-to-Amazon
Embed mini website Configurator More informations
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ONE LAST DETAIL THAT MAKES THE DIFFERENCE inRead™ upgrades and gives value to your below the fold advertising space Strategically, our script is displayed just below the first paragraph which begins above the fold and ends below the fold
✔
No auto-play starts on page loading: scroll down and “View to play” user initiated
✔
BTF offers higher brand recognition and brand recall than ATF thanks to its less saturated environment
Above the fold
Below the fold
✔
Guaranteed viewability: BTF becomes attractive for advertisers (they only pay for viewed video)
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inRead , A BRILLIANT VIDEO AD FORMAT TM
inRead™ always appears as an “in-content” format below the fold, however large or small the screen is. inRead’s script adapts itself to the page/ screen size
Above the fold
Below the fold
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ADSERVING VIDEO Optimized downloading time
HD Quality
Multi-criteria targeting Multi-screens Standard and customized engagements metrics Every video format
Real Time Metrics
Agency Tracking
Cloud hosting
Targeting algorithm
Architecture
Big Data
High scalability
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REAL TIME OPTIMIZATION Metrics
✓ Impressions ✓ Video starts ✓ Completion rate ✓ Clicks ✓ Mute & Unmute ✓ Expand & collapse ✓ Pause ✓ Fullscreen & Reduce ✓ Close button
Analytics
✓ Data export ✓ Platform access shared
TRUE REAL-TIME DATA
Targetting capabilities
✓ Geo ✓ Date, hour, time ✓ Frequency capping multi objectives (Start / CPV 50% / CPV 100% etc.) ✓ OS (Windows, Mac OS, etc.) ✓ Devices (web, smartphones, tablets) ✓ Browser (firefox, chrome, IE, etc.)
✓ Publishers 1st party data ✓ 3rd party data ✓ …
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CAMPAIGN TEST ANALYSIS AVERAGE RESULTS ON INREAD FOR A 30 SECONDS AD TOTAL 100 000 PAGES
WHY ?
NON SUPPORTED 40,000 PAGES
NON VIEWABLE 20 000 PAGES
VIEWABLE 40 000 PAGES
14 000
ü Inadequate structure of pages (ex: slideshows, articles too short, no BTF, etc.) ü Page loading time or page Switching ü Flash plug-in: old version or non supported (iPad, iPhone) ü User configuration / screen resolution
< 10 sec.
9 000
5 000
12 000
10 to < 20 sec.
20 to < 30 sec
30 sec
AD-SERVING METRICS 100 000 CALL JS (DISPLAY IMPRESSIONS IN YOUR AD-SERVER)
60 000 LOADED
40000 START
26 000 10 SEC
17 000 20 SEC
12 000 30 SEC
65 % of started videos are watched
42 % of started videos are watched
30 % of started videos are watched
10 seconds
20 seconds
30 seconds
INCOME SIMULATION
Simulation for premium editorial publishers
Standard video and audience revenue for a premium publisher:
+ inRead
200 M page views/ month 1% of the audience can be reached through their video content: 2 M
Article pages (inRead universe)
inStream videos/ month
Estimation of completed video ads (20 seconds)
1,5 M €/ month all digital advertising incomes
75% of publisher’s pages (150 M pages/ month)
€
Monthly additional income with inRead (estimate):
1 M € of additional income/ month with a capping of 1 per day per unique user to avoid saturation effect and over exposure to the user.
30 M viewed videos/ month
(inStream: 2% of the total ad revenues)
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PUBLISHERS TECHNICAL SPECIFICATIONS Free placement of the inRead in your editorial content
inRead positioning floating in the article / editorial content page
inRead personalization:
• Player size customizable (height and width) • « » mention located below inRead format
Integration with the main ad servers (OAS, Smartadserver, Dart etc.)
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INREAD CUSTOMIZATION Basic configuration «
» mention
Sound on mouse over Format collapse at the end
Mouse over Sound on
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INREAD CUSTOMIZATION Possible configurations Advertising mention on top of the video: you can change size, color or font. you can also provide an image.
Sound: mouse-over, or clic initiated Mute button:
inserted when sound is clic initited, to identify where sound can be activated.
Countdown: "this ad will end in x seconds". Text can be personalized.
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INREAD CUSTOMIZATION Possible configurations
Frame:
a frame can surround the video, you can decide which color, which size
Close button: you can add a close button to skip the video Replay:
at the end of the video, the format doesn't collapse and gives the user the opportunity to replay the video
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inRead™ CUSTOMIZATION Specific rules on editorial content 1 2 3
1
At least 2 paragraphs BTF before InRead
Never less than 3 paragraphs
Never less than 1 paragraphs below the inRead No inRead™ when a photo is inserted in an article No inRead™ when a video player is inserted in an article 37
ADVERTISERS TECHNICAL SPECIFICATIONS A video file is all we need Resolution: max 1920*1080 – min 640*360 Maximum file size: 200MB Video formats: mov, flv, mpeg4, avi, etc. Length: 30 sec max (additional technical fee for ads > 30 sec) Aspect ratio: 16:9 (4:3 not supported) Codec: any Video Codecs format, excepted: ProRes 4444, HDV 720p60, Go2 Meeting 3 & 4, ER AAC LD, REDCODE • Sound: on • • • • • •
+
URL redirection (click command)
OR VAST redirect Maximum creative size hosted by agency: 5MB 38
TESTIMONIALS Ideal format for branding and corporate advertisers looking for guaranteed visibility in a qualitative environment. Arnaud Faure, Digital Director, Havas Media International
Strategic move for publishers to benefit from TV advertising budgets shifting to digital media. David Licoys, Head of Digital Advertising, Le Monde
The inRead is a perfect compromise for both publishers and advertisers: not intrusive and strongly impactful.
Frédéric Filloux, Head of Digital Activities, Les Echos
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inRead™ BRINGS DISRUPTION IN VIDEO ADVERTISING way d l o The
CPM
CPV
inStream
outStream
Mostly Long Tail
Premium Network
Limited premium inventory
Unlimited premium inventory
Above The Fold
Below The Fold ay w d a nRe i e h T
An impactful and non intrusive branding advertising format with a guarantee of performance (CPV) 40
HOW TO GET STARTED ?
1
TECHNICAL ANALYSIS
Test of the format on your pages. inRead script sent to publishers
2
PERFORMANCE ANALYSIS
Trial/ test delivery with 50.000 video impressions, completion rate observed, pricing estimation/ eCPM net to publishers
3
RELEASE/ MARKETING AND SALES
Your sales team is ready to sell video campaigns at scale.
Let’s get starteads !
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inRead
TM
CASE STUDIES
Peugeot Corporate BRIEF
Promotion of the Peugeot products in order to strengthen the brand’s notoriety and reputation.
SOLUTIONS
An HD video campaign showing Peugeot’s identity as a top quality brand. Video ads are displayed with the inRead format, in a premium environment of international publishers. Ads are smartly placed below the fold (BTF), a position where the reader’s attention is at its highest. A 100% CPV guaranteed campaign.
RESULTS
With a limited intrusiveness and smartly placed in the heart of articles, the inRead format guarantees a maximum visibility. By using inRead, this campaign gathered the interest of a huge number of viewers. A great outcome for Peugeot with 3,021,967 integrally watched videos, ensuring the campaign success and strengthening Peugeot’s reputation all over the world.
View campaign https://vimeo.com/72650513 Try it live on http://demo.teads.tv/peugeot
Display on
inRead format
on desktop device
3.0M
30 sec
Guarantee completed videos
Video duration Campaign displayed in EMEA (25 countries)
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Lacoste Polo Of The Future BRIEF
Strengthen Lacoste’s visibility and notoriety towards its target.
SOLUTIONS Video ad campaign available in several languages and countries, displayed in HD using the inRead format on the most premium news websites, such as Fairfax in Australia, Reuters in the UK, El Mundo in Spain or La Stampa in Italy. An ad smartly placed below the fold (BTF) in the heart of articles, a position where the reader’s attention is at its highest. A 100% CPV guaranteed campaign.
RESULTS
Looking for an important worldwide visibility for its new polo range, Lacoste achieved its goals by reaching a maximum audience, thanks to an innovative way of delivering campaigns. Its broadcast via inRead allowed Lacoste to reach over 2,044,414 viewers.
View campaign https://vimeo.com/64561082 Try it live on http://demo.teads.tv/lacoste
Display on
inRead format
on desktop device
2.2M
30 sec
Guarantee completed videos
Video duration Campaign displayed worldwide
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Gucci: Bamboo Confidential BRIEF
Promoting Gucci’s Bamboo bags collection and further increasing the brand’s notoriety and reputation.
SOLUTIONS
A short film by Gucci for a prestigious audience. To ensure the best targeting, the campaign is displayed on the most famous European publishers, as well as the most important fashion websites such as Vogue, Elle and Vanity Fair. HD video ads are integrated in the heart of articles, thanks to the inRead format. A 100% CPV guaranteed campaign.
RESULTS Wishing to have a premium international visibility, Gucci achieved its goals with the inRead format by reaching a carefully targeted audience in France, Italy, Spain and Germany. This innovative way of delivering campaigns guarantees to the brand great completion rates and makes it a success, with over 2,087,124 viewers.
View campaign https://vimeo.com/74630595 Try it live on h
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