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Outstream Digital Video Ad Formats Outperform Traditional Instream Formats According to a Millward Brown Digital Study Commissioned by Teads

NEW YORK and LONDON, Aug. 17, 2015 — (PRNewswire) —  Teads, the inventor of outstream video advertising and a global monetization platform for publishers, today released new research focused on the impact of viewability on advertising effectiveness when comparing outstream and instream video advertising formats. In the study that Teads commissioned from Millward Brown Digital, viewability emerged as the leading factor in boosting brand effectiveness, and time spent with an ad a critical component in driving brand associations.

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Notably, the study found that outstream formats created a +10% lift in awareness of the ad versus instream and +25% lift compared to the control group, which was significant at the 99% confidence level. Outstream video formats, which place compelling advertising content outside of the traditional video stream, such as within a text article, newsfeed, or slideshow, were also shown to be in the visible area of the screen for 25% longer than instream. Teads has long pioneered outstream video as it ultimately delivers a better user experience and offers publishers and brands a viewable format that drives greater results from video advertising.

A forced exposure methodology was used for the study and the survey flow incorporated dynamic, in-context exposure. Using ad replacement technology and eye square, Millward Brown Digital exposed over 5,000 respondents to a test creative within various outstream and instream platforms, while tracking behavioral, visual, and viewability metrics.

The study found:

"The importance of the user experience with video advertising cannot be ignored," said Bertrand Quesada, CEO, Teads. "This study proves that outstream formats like our inRead are extremely effective and user-friendly video formats that drive a more meaningful advertising experience for consumers, publishers and brands alike. We're excited to continue to pioneer this innovative format within the video advertising industry."

To download the Teads and Millward Brown Digital study, please click here: http://teads.tv/en/millward-brown/

About Teads

Teads, founded in 2011, is the inventor of outstream video advertising and a global monetization platform for publishers. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.

Teads' outstream video advertising solutions encompasses a series of formats inserted deep into media content, like the inRead playing inside articles. 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, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.

Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.

Nicole Matthews
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To view the original version on PR Newswire, visit: http://www.prnewswire.com/news-releases/outstream-digital-video-ad-formats-outperform-traditional-instream-formats-according-to-a-millward-brown-digital-study-commissioned-by-teads-300129317.html


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