Publishers are piling into online video in a bid to shore up ad revenues and one firm reckons it has the solution to the annoyance of autoplay and the issue with viewability.
Teads.tv has launched its video platform with nine publishers on board: Carsales, Southern Cross Austereo, Mamamia, Ignite Media, Sound Alliance, Car Advice, Private Media, Future Publishing and Pink Media.
Business development director James Moore, who spent six years at Fairfax before leaving to join the company said that bigger publishers were "interested, but move more slowly". He said one of the newspaper groups had signed a contract to test the platform. In the UK, the firm has signed up the Guardian and the Financial Times.
The InRead platform means publishers can stick video ads in the middle of articles, they will only play when at least 50% in view. "Autoplay is pissing people off. This gives users control. It's user initiated and the volume doesn't come on when people scroll past," said Moore.
He said the platform tallied video views so that publishers could sell on a cost per view model. The firm also operates an SSP (supply side platform) that it was touting to publishers for unsold inventory.
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