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 201311
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.)
12
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
13
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 -
15
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
16
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
17
Because
2 000+ advertisers like inReadTM
18
Because
500+ Premium world-class publishers
already use inReadTM
19
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
Ÿ  Video Advertising format integrated in the heart of your articles
inRead
Teads
Ÿ  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.
Ÿ CPV remuneration triggered after a minimum viewing time
Ÿ VAST2 and VPAID compliant
Ÿ 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)
24
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 25
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
26
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)
27
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
28
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
29
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
✓ …
30
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:
Ÿ
Ÿ
Ÿ
+ inRead
200 M page views/ month
1% of the audience can be reached
through their video content: 2 M
Ÿ  Article pages (inRead universe)
inStream videos/ month
Ÿ  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):
Ÿ  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)
32
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.)
33
INREAD CUSTOMIZATION
Basic configuration « » mention
Sound on mouse over
Format collapse at the end
Mouse over
Sound on
34
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.
35
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
36
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
39
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 !
41
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)
43 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
44
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<p://demo.teads.tv/inread/544/1248 Display on inRead format on desktop device 2.0M
30 sec
Guarantee
completed
videos
Video duration
Campaign displayed worldwide
45 Breitling Air Races
BRIEF Increasing Breitling’s notoriety and visibility by targeting an international premium
audience.
SOLUTIONS
Video ads are displayed with the inRead format worldwide, in a premium
environment involving the best international publishers such as Reuters, The
Guardian, Le Monde, El Mundo, Der Tagesspiegel, Nikkei, Telegraph, etc.
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
By using inRead, Breitling’s campaign reached a huge premium audience, gathering
the interest of viewers from all over the world. With a limited intrusiveness and
smartly integrated in its editorial environment, inRead boosted the campaign
potential, ensuring great completion rates thanks both to its innovative technology
and its network of premium publishers.
Display on inRead format View campaign https://vimeo.com/82275071 Try it live on http://demo.teads.tv/breitling
on desktop device 10.8M
30 sec
Guarantee
completed
videos
Video duration
Campaign displayed worldwide
46 Find out more on
www.teads.tv