1. Safe, Premium Video:
Still A Programmatic Myth?
Jonathan Nash – Head Of Programmatic UK International

2. REINVENTING VIDEO ADVERTISING

4. FROM TRADITIONAL TV TO VIDEO EVERYWHERE
Single-screen environment Multi-screen environment
Professionally produced content A variety of produced and UGC content
Commercial ads between programmes Instream and outstream video ads
Monetized on commercial ratings
Monetized on impressions,
views & engagement
Audience targeting by daypart, program,
and network
Audience targeting by content, platform,
property, geography, online behaviour
Audiences are human and viewable Audiences may be NHT and not viewable
Brand Safe, Low Fraud Problems with Brand Safety

5. Programmatic
Programmatic
NativeVOD YouTube
TV Social VideoPre-Roll
3-5K Channels
94%
of UK watch
it weekly
86%
of digital video ad spend
140+ Channels
67 mins/day
65%
of Facebook video views
happen on mobile
19.1 million
users per month
in the UK
Over
40%
Native video is
of UK digital video ad spend
Source: eMarketer (2014), IAB (2015), Pwc (2014), YouTube Insights, eMarketer & Ericsson)

6. 45%
PROGRAMMATICVIDEO UK
£1b+
2016, was a great year for Video
40%
OUTSTREAM
*IAB 2016 H1 Survey

7. But all that glitters
is not gold

9. 1 2 3
High Brand Risk
Programmatic can harbour ad-
fraud and brand risk
Quality and Quantity
Programmatic presents low
quality video options
Consumers dislike the
online ad experience
Users dislike being forced to
watch video ads
Programmatic Video Market Issues

10. Quality and Quantity do not exist together
1

14. OF VIDEO ADS BOUGHT PROGRAMMATICALLY
ARE NOT VIEWABLE
62%
Viewability
Source: Comscore 2016

15. AMERICAS EUROPE APAC
Outstream = Premium and Scale
65%
Mobile

16. 46
%
70
%
PRE-ROLL
MRC viewable measurement
OUTSTREAM

17. Source: Moat, August 2016; Moat, Q1 2016
% viewable impressions per MRC standard
65% 64%
69%
57%
65%
48%
All Desktop Mobile
70% 71%
65%
49% 48%
51%
All Desktop Mobile
Teads programmatic
campaigns
Moat programmatic
benchmark
% completed views
+14%
+42%
Better Completion and Viewability

18. Consumers Dislike Digital Advertising
2

19. Senior Vice President of Technology and Ad
Operations at IAB,
and General Manager of the IAB Tech Lab
“We messed up. As
technologists, tasked
with delivering content
and services to users,
we lost track of the user
experience.”
Scott Cunningham

20. 74% of people find being forced
to watch video ads before video content
ruins the online experience
Users do not like
forced advertising
Source: Censuswide Research, Jan 2015

21. Two
Third
s
Source: Mobile Marketing Magazine, ‘Going Native’, 8th March 201600
of pre-roll in Germany alone is blocked.

22. Intrusive
advertising is the
largest motivator
to install blockers
Source: Teads Research, “Profile of an Ad Blocker,” Fielding by
Research Now, Analysis by Teads, November 2015. Base: Those
who have ad blockers on device. N=506
Motivations to install
(have installed on any device)
Q: Which of the following reasons motivated you to install ad blockers on your device?
5%
13%
49%
61%
62%
72%
Other
Curiosity about technology
Privacy concerns
Excessive ads
Affects site performance
Ads are interruptive or
annoying

24. Outstream giving
users back the control

26. REINVENTING VIDEO ADVERTISING
Pre-roll video ads
are considered
the most intrusive
video ad format,
globally
Native video ad
solutions put
the user first
Source: Teads Research, “Profile of an Ad Blocker,” fielding by Research
Now, analysis by Teads, December 2015. Pre-roll ads include both
skippable and unskippable formats.
% of people who rank pre-
roll as highly intrusive
% of people who rank in-article
native video as highly intrusive
Q: Please order ad formats below from most intrusive to least intrusive.
% Who ranked format as most intrusive of those given
Argentina
Mexico
Spain
United States
Germany
United Kingdom
Italy
France
Brazil
57%
55%
54%
52%
52%
51%
51%
49%
43%
13%
14%
21%
25%
27%
23%
25%
22%
21%

27. Brand Safety and Ad Fraud
3

28. Fraudsters have invaded
the programmatic video marketplace
4%
2%
6%
9%
Display Video
% of invalid traffic
Direct Programmatic
Source: comScore Custom Analytics, Global, December 2015; comScore vCE Benchmarks, US, Q1 2016

29. Ad Fraud
<1%
Teads Products
11%
Benchmark
Brand Risk
<1%
Teads Products
21%
Benchmark
You Need
Industry
Leading
Brand
Safety
Metrics
Source: Integral Ad Science Case Study based on a global technology
company’s campaign ran on Teads’ platform

30. Offering a safer premium environment
* Invalid Traffic as per MRC standard
1.0%
5.6%
9.3%
Teads Global
Publisher Direct
video ads
Programmatic video
1.1%
3.0%
9.0%
Teads Global
Publisher Direct video
Programmatic video
Source: IAS, August 2016; IAS Q1 2016; comScore, H1 2016; comScore, Q2 2016; Moat, August 2016; Moat, Q1 2016

31. Quality Score: TRAQ
Source: IAS, Teads August 2016 vs. IAS Q1 2016
TRUE ADVERTISING QUALITY SCORE (TRAQ)
852
726
508
Teads
Outstream
Publisher
direct
Programmatic
TRAQ score takes
into account fraud,
viewability, brand
safety, ad clutter

32. Go Green

33. Green Advertising =
Safe, Premium Advertising
1 2 3
TRUST
LOW FRAUD
LOW BRAND RISK
QUALITY
PREMIUM
SCALABLE
VIEWABLE
OPT-IN
IMPROVED CONSUMER
EXPERIENCE
Outstream = Sustainable

34. Outstream = Sustainable

35. Thank You!