Teads Takes on Virtual Reality Advertising

TeadsAccording to a new report from MAW, Teads, an outstream video advertising company, is the latest to enter the VR advertising space.

The company, we’re told, has just launched inRead 360, the latest addition to its inRead advertising suite.

“InRead360 provides an interactive and immersive 360-degree ad viewing outstream experience, very similar to a Virtual Reality (VR) simulation,” the report notes, adding that Teads’ entrance into the virtual reality advertising market closely follows a recent round of reports indicating how engaging and effective VR ads can be (check MAW’s coverage of Post’s foray into VR advertising with groundbreaking virtual reality ad network VirtualSKY).

“Advertisers will benefit from this 360-degree functionality that transports the user into the center of an immersive advertising experience,” the Teads team says. “In addition, publishers can now leverage inRead 360 to better captivate readers and enhance their premium content. Teads’ inRead 360 puts the user in complete control as they interact with the ad creative from different angles either by moving their mobile device or clicking and dragging the ad on a desktop.”

All told, Teads’ inRead 360 can now be bought both direct and programmatically across all screens (desktops, smartphones and tablets, including in-app). Viewable by design, the format launches when in view on the screen, and pauses when less than 50 percent visible.

“inRead 360 cements our position as the leading programmatic video platform for cross-screen outstream advertising,” said Bertrand Quesada, the CEO of Teads. “This is the latest example of Teads driving innovation in the space and demonstrates our underlying belief that the industry must maintain an engaging user experience at all times.”

“It’s expected (that more than) 12.2 million VR headsets will be sold globally in 2016, and according to eMarketer, 64 percent of smartphone owners would like to embrace VR when shopping online,” the firm heralded in its announcement.

As Quesada puts it, “360-degree videos offer brands an unparalleled opportunity for creativity and we see it as a gateway to virtual reality. This is automated technology at its best, showcasing how innovation can bring creativity to life, and we’re truly excited to be at the forefront of this trend.”