It’s an exciting yet uncertain time for the advertising ecosystem, as technologies and innovations are continually transforming the way in which online media is consumed. It’s more prevalent than ever before, that we need to sit up and pay attention to the global consumer. As the advertising industry continues to grow, it’s inevitable that both challenges and opportunities will follow.
As global markets evolve, we’ve observed similar trends which pose a new wave of challenges for both publishers and advertisers alike. Rapidly we are seeing unprecedented consumer control in terms of how and when media is viewed and ingested; consumers are demanding advertising experiences to be increasingly more relevant and engaging than ever before, and brands are under immense pressure to build the latest innovative format to portray their message.
And it doesn’t end there.
As we’ve seen in Europe, the USA and Latin America, mobile is increasingly becoming the dominant device for users throughout Asia, with over 1 billion smartphone users leading the way. And as broadband and mobile networks are becoming faster than ever before, the opportunity to implement creative, video advertising is becoming much more accessible.
While consumers become ever more demanding, advertisers are rapidly seeking the most premium environments, increased views and widespread reach in order to share their brand story. The rise of ad blockers is a strong signal of a broken relationship between advertisers and consumers. According to research ran by Teads in December 2015, 38 per cent of global internet users have already downloaded an ad blocker, and within the Asia-Pacific region, 36 per cent of smartphone users are blocking ads with an ad blocking browser, according to a Page Fair report.
Teads, the inventors of outstream video advertising and number one video marketplace in the world, is bringing their suite of state-of-the-art video formats to the APAC market. Our innovative outstream formats have changed the game for video advertising and helped drive new revenue streams for our publishers. We’ve built relationships with many of the world’s best known brands and most premium global publishers, and we are excited to extend our top-notch client base in the APAC region.
Teads’ inRead Everywhere solution champions the power of choice, putting the control back in the hands of the consumer. inRead, the much sought after outstream video format, has long been flying the flag for a sustainable advertising experience, giving brands the opportunity to tell their messages in the right place, to the right audience, at the right time.
Video remains the undeniable champion for brands to create an emotional connection with prospects and customers. The development of further immersive and interactive formats such as 360-degree video, continues to propel video as the fastest growing sector across the globe.
With APAC’s mobile market thriving and programmatic video predicted to be the next ‘big thing’ for the market, according to Magna’s Global Report, outstream video provides the perfect premium solution to project a brands story to its target audience. APAC’s programmatic spend in 2015, reached 34 per cent for both mobile and desktop video combined, compared to a global average of 26 per cent. The opportunity is more than apparent.
It’s clear that Teads’ expansion into APAC is key for both the company’s growth and what the market’s needs. Offering a premium, viewable solution, outstream continues to see incredible growth worldwide – and now it’s time to take on the challenging and exciting market of APAC.
Christian Guinot, SVP, APAC, Teads.
Tel: +1 646 560 8900