Tapad Celebrates 300 Percent Revenue Increase in Cross-Device Video

The following is guest contributed post by Deidre Bakker-Riches, owner of a boutique marketing firm and consultancy, Twlv31 Marketing, and the Head of Communications for Las Vegas advertising agency, Up All Day Creative Solutions (originally published by Mobile Leaders Alliance). Media consumption has drastically changed over the past decade, with consumers opting to view TV …   Read More

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Tapad Celebrates 300 Percent Revenue Increase in Cross-Device VideoThe following is guest contributed post by Deidre Bakker-Riches, owner of a boutique marketing firm and consultancy, Twlv31 Marketing, and the Head of Communications for Las Vegas advertising agency, Up All Day Creative Solutions (originally published by Mobile Leaders Alliance).

Media consumption has drastically changed over the past decade, with consumers opting to view TV shows, articles and other forms of entertainment almost exclusively online. Because of this, gone are the days where advertisers could simply create a catchy TV or radio spot and see a spike in sales. Now, it is crucial for companies to accommodate advertisements for the mobile consumer who is constantly on the go. With this notion in mind, it is no surprise that Tapad, the leader in cross-device marketing technology, just announced a year-over-year revenue increase of 300% within its cross-device video business.

Tapad Inc. is a marketing technology firm recognized for its breakthrough cross-device solutions. With a 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers, marketing technology companies and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens.

Characterized by the amount of client spend focused specifically on video advertising initiatives, Tapad’s announcement of a 300% revenue increase within its video segment now makes up more than 20% of the company’s total revenue. In fact, in the past year Tapad has launched campaigns with a variety of agencies, including Carat, Havas, MediaHub/Mullen, Mediavest, Starcom, Universal McCann, as well as brands such as Microsoft, Disney, Pandora, CVS, Mars, CitiBank, Ford, and more.

“Advances in technology have completely disrupted the traditional model of TV-only campaigns,” said Tapad founder and CEO, Are Traasdahl. “Delivering creative across devices, we’re seeing a huge lift in engagement and time spent with ads. In one recent campaign we saw close to a 500% lift in video completion rate for consumers exposed on three or more devices. Video is powerful already, but video across devices is a game-changer.”

Part of this success can be attributed to Tapad’s innovative technology, which offers advertisers the ability to serve any combination of video, display and rich-media creative campaigns in a cohesive way throughout connected devices. To further enhance this, the company also works with nearly every major video advertising supplier to ensure the ability to scale placements across premium online inventory for both brand awareness and direct response campaigns. Tapad also works with partners, including Placed and Datalogix to measure the impact of online campaigns in driving offline sales by looking at in-store visitation or purchases.

Though, you can’t commend Tapad’s success without highlighting the incredible team standing behind the company. To support its growth, Tapad expanded its senior leadership team by adding executives who focus on growing video-specific initiatives. The new executives include Paul Sluberski, who joined Tapad as VP of Engagement and Innovation where he works with Tapad’s sales team to bolster video campaigns for existing and new accounts, and David Sanderson, who joined as VP of Creative Strategy and Operations where he leads the company’s newly formed creative team.

In addition, Tapad’s dedicated creative-services team creates custom, cross-device interactive units, which are strategically designed, built and tailored to support campaign objectives and drive performance. The team also works with all of the major players in rich media and interactive video design, such as Celtra, Innovid, PointRoll, Fuisz and Spongecell, allowing for the creation of cutting-edge advertising.

Collectively with Tapad’s innovative technology, its partners, and the creative and strategic team behind the company, Tapad’s cross-device video business is certain to continue making great strides in the mobile marketing realm, while also gainfully reaching that ever-evolving digital consumer.

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