Pierre Chappaz discusses reinventing video advertising through improved viewability standards. Global spending on video advertising is expected to increase 370% from 2013 to 2018. Current viewability standards require 50% of a video player be in view for 2 seconds, but many ads are not viewable due to users leaving pages early or bots. Teads promotes outstream video formats which sit outside the main video stream and have higher viewability rates than pre-roll ads, including 93% viewed for 2 seconds and 50% completion rates. Teads advocates for raising viewability standards to 50% of the video player in view for 30 seconds for more efficient and valuable video advertising.

1. REINVENTING VIDEO ADVERTISING
VIEWABILITY
Pierre Chappaz
Executive Chairman
THE MISSION FOR NEW
STANDARDS

3. $7.7
$11.1
$15.1
$21.9
$28.7
$36.2
2013 2014 2015 2016 2017 2018
Estimated global growth in video advertising
(billions)
370%
increase
2013-2018
Nomura Securities, eMarketer, March 2015

4. A quest for
viewability

5. ‘minimum of 50 percent
of the player in view for
a minimum of 2 seconds’
– MRC 2014

6. THE VIEWABILITY TEST

7. What Causes Viewability Issues?
Bots
Video starts but
is not in view
User leaves page before
video is completed
1! 2! 3!

8. SHOULD USERS
BE FORCED TO
WATCH ADS?
Source: Censuswide Research, Jan 2015
of people find being forced to
watch video ads before video
content ruins the online
experience
74%

9. Tubemogul: Viewability Vendor Report Q2 2014
The facts
70%!of non-viewable ads
aren’t viewable
because the user
leaves the page
78%!of non premium
pre-roll not seen
53%!of premium
pre-roll not seen

10. of advertisers and agencies believe lack of
standards around viewability will inhibit video ad
spend*
Over 1/3
*Forrester & Teads, Q2 2015

11. Completed ≠ Viewable
1st Quartile Midpoint 3rd Quartile End
24.1
86.1
22.3
82.4
21.0
79.5
20.0
76.5
Total video impressions
Completions
Completions in view
Completion rate
70%
view through rate
but still, only
20%of pre roll completed
views are viewable
Source: Integral Ad Science, Q3 2014

12. Video advertising
which is disruptive,
not interruptive
100% viewable ads,
100% of the time
Premium environments
We believe in

13. TEADS IS THE INVENTOR OF
OUTSTREAM
View-to-play video advertising that sits
outside of the video stream

15. Performance
Overview
|Teads
April
2015
164
93.0%!
100%!
90%!
53.4%
72%
33%
2 s in view Reached complete rate Visible rate on completion
Teads!
Benchmark!

16. ** Norm provided by Ipsos ASI France.
15%
32%
47%
50%
Ad recall
InBoard™ (CPM)
InRead™ (CPM)
Average
Video
Formats
Pre-roll 22%
27%
37%
Association
InRead tablet! 51% 41%
Even more effective on tablet
**
Brand association

17. Championing a new
viewability standard
50% of the
player
in view for 30s
50% of the
player
in view for 15s
More efficient,
more valuable,
viewable
video
advertising!

18. Brands DESERVE viewable video
views

19. TEADS.TV