The video advertising marketplace Teads — which invented the outstream video ad format — is targeting a significant expansion of its business. The company is planning to make a big push beyond video advertising. It will start branding itself as “The Global Media Platform.”
On Wednesday, Teads says it will roll out its “expanded company vision,” which includes becoming a credible competitor to tech giants Google and Facebook in the ad space.
“Our vision is to build the definitive platform that unites the world's best publishers, creating an alternative to Google and Facebook by delivering an audience of over 1.2 billion consumers on a brand safe, transparent platform,” says Teads CEO Bertrand Quesada.
Digital News Daily asked Quesada why he believes his company is positioned to take on Google and Facebook.
“Advertisers are primarily challenging Google and Facebook on two issues: brand-safety and lack of attention to ads (particularly for Facebook),” Quesada says. “High quality inventory and strong attention/completion rates are among our core strengths. In many of our core markets, we can reach equal or greater audiences which positions us as a strong alternative. And with a deeper breadth of products, we can serve a wider set of marketing objectives.”
Google and Facebook accounted for more than 60% of digital ad spend in 2017, according to eMarketer. A number of companies, including Amazon and AT&T, are trying to develop solutions that can slow that growth, or even retake some of that market share.
Teads believes its opportunity is around expanding its suite of full-funnel ad solutions. The company launched its Viewable Display product just over one year ago, and it now accounts for more than 20% of the company’s revenue. Quesada says he believes it is “a potential multi-billion-dollar market when considering programmatic, display and video combined.”
Teads’ new tagline, ”The Global Media Platform,” came about, in part, because the company now has teams in 26 countries running campaigns in 55 countries.
Alongside its ad solutions, Teads is investing in artificial intelligence and machine learning, particularly as it relates to accountability and outcomes.
“For the last three years, we have been investing in machine learning and AI to automate the prediction and optimization of campaign performance,” Quesada says. “Because of the level of data we have, we can optimize the ad call .. driving guaranteed outcomes aligned to the the business results brands are seeking from their media partners.”