Digital identity firm, Drawbridge, has partnered with outstream video provider and video marketplace, Teads, in an effort to boost programmatic video for mobile and desktop campaigns.
The deal means that Drawbridge Cross-Device Platform clients will be able to tap Teads’ inRead outstream video ad formats for mobile and desktop mobiles. The inRead formats have been designed to neatly slot in with editorial content and only play when viewable. This allows users to skip the video if they no longer want to see it.
Mark Granger, Head of Supply Acquisition at Drawbridge, explains:
“Video is among the fastest growing digital ad formats, and since it has such incredible potential for driving awareness and engagement on both mobile and desktop, it is a major area of interest for us to invest in for our clients. Teads is a clear innovator in the space, and we know our advertiser clients will enjoy having access to this outstream format for their cross-device campaigns, not just on desktop and mobile web, but in-app as well.”
A recent review by Teads found that outstream video formats tend to outperform instream ones across a variety of key performance metrics.
Drawbridge hopes that the addition will allow consumers to launch and measure their cross-device ad efforts more effectively.
The fact that it’s self-service means that the whole process is also more transparent.
Todd Tran, Global SVP Mobile and Programmatic, Teads, adds:
“Our goal is to enable brands and agencies to leverage premium video inventory at scale for their digital campaigns, and this mission fits nicely with Drawbridge’s objectives to enhance performance at scale for their platform customers. Our unique outstream video formats instantly transform any editorial page on any device into premium video inventory, and we’re excited to give Drawbridge clients this tool to drive consumer awareness and engagement.”