A new study by Teads used eye tracking to understand user engagement with video ads. The research suggests that certain types of video perform better on editorial media than on social media.The analysis proves that consumers spent 24% more time watching video ads within premium content on websites than they did watching video ads in social feeds. The results revealed that the ad recall was twice as high for videos embedded in articles than it was for skippable preroll and that it led purchase intent to be 27% higher than skippable preroll ads or video ads in social networks.The research found that 50% of users cover more content in social networks but engage less with ads. 23% tends to read more content in articles than in social feeds. Teads CEO, Bertrand Quesada, feels that the in-article format is much more respectful with consumers because it is less intrusive.”People are engaging in a very different manner” said Quesada. “The level of engagement for video ads on Facebook and Twitter is nowhere near that of Teads-powered videos on publishers’ websites”.According to Jim Daily, President of Teads for the U.S. and Canada, revenue for 2016 in the U.S. market is expected to total between US$90 million and US$100 million. The company has been investing in outstream native video for the past two years, working with important publishers.
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