The move will help monetise The Economist’s display real estate with autoplay video, reportedly tailored to the media brand’s audience. The partnership now adds over 1.4 million C-suite and business minds to Teads’ network.
Eric Shih, global senior vice president of business development at Teads told The Drum that Teads allows publishers to scale both outstream video and the attached ad inventory (which is populated by the group’s direct sales team or as well as its automated offered Teads Demand). Already in its network is BBC, CNN, Mail Online, Forbes, Time Out, Business Insider, Time, Mashable, Fortune, Reuters and The Washington Post.
Now with 1.2 billion global users on Teads inRead, the company boasts that it can make an impact at large scale. Shih added: “It’s important to note that this is an entirely brand-safe reach, which has been built by Teads’ continued innovation in video and display advertising. This focus on creativity through technology ensures not only an engaging user experience, which benefits publishers but also greater creativity in advertising for brands and advertisers.”
While he promised that advertisers can find their audience within the Teads network, in particular with the addition of The Economist, the group has now swelled its C-Suite audience. On this, Shih said: “C-Suite audiences have historically been difficult to hone in on, but as senior business decision-makers, it’s understandable why brands would be looking to reach them.
"To reach this highly-educated audience, you need to make sure you’re creating only the best quality and seamless advertising experience – which video offers.”
He added: “The Economist is one of the most prestigious news brands in the world, reaching almost 30% of C-suite business leaders across America, Europe and Asia. This type of audience becoming a part of Teads’ global platform is a great win for us and the advertisers we work with.”
Nicolas Sennegon, executive vice president and chief commercial officer of The Economist Group, said: “This year marks a milestone in The Economist Group history with our 175th anniversary and an ever-growing audience of globally curious people. Our partnership with Teads will enable our partners to further engage with our audience through innovative technology and formats.”
The move comes after Teads secured a partnership with BBC that helped it reach a reported 95 million unique monthly users.