The online video format inRead by Teads exceeds preroll visualization

According to a research ordered to Nielsen by Teads, the online advertising video format and the context in which it appears have a transcending impact on the measurement of the ads efficacy. The report revealed that Teads inRead exceeded the skippable preroll (video with ommitable ad) in a series of measurement parameters, including intention of purchase.For the study, Nielsen created two models of advertising environment. In each one they presented the same video, one was spread using inRead and the other through the format skippable preroll. One third of the users to whom they showed ads in the new Teads format stated that they would probably buy the consumption electronic product advertised.With inRead the videos are only played when they are completely visible and have sound when the users choose to activate it. Bertrand Quesada, CEO of Teads, said that “you can have the best advertising message in the world, but if it interrupts the users experience, it could actually damage the brand. inRead by Teads provides a mutually beneficial situation for brands and publishers alike, because it integrates perfectly with the editorial content and thus guarantees that the ads enrich the brand´s creativity instead of diminishing it.”The findings of the research are key for the brands that expect to spend US$11,400 million on online video advertising in 2016.