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To satisfy advertiser demand for video ad inventory and compensate for limited pre-roll inventory, more publishers are offering out-stream units, which are video ads served outside of video content. Yoav Naveh, co-founder and CEO of ConvertMedia (now VP of Video at Taboola), spoke to eMarketer’s Cathy Boyle about the growing supply and demand for out-stream video ads and the factors that influence out-stream video CPMs. eMarketer: How would you describe the state of out-stream video? Y. Naveh: A lot of the demand for video in Q1 2015 was not necessarily advertisers looking specifically for outstream, but the demand for video in general is making its way through to outstream units. However, there isn’t enough traditional pre-roll inventory available for advertisers to run their ads. They’re also looking for a cheaper solution that performs for them. That’s the promise of out-stream. It’s a solution that scales. eMarketer: What factors will influence […]
Yoav Naveh has a background steeped in building predictive systems for online advertising and internet security startups. Prior to launching ConvertMedia, acquired in 7/2016 by Taboola, he served as captain in the elite technological unit of the Israeli Intelligence Corp., for which he received multiple awards of achievement. Upon completing his service, Naveh went on to receive a degree in mathematics and computer science at Tel Aviv University. As the co-founder and CEO of ConvertMedia (now VP of Video at Taboola), Naveh works in the world of outstream video: video ad units that aren’t tied to content. (Outstream ads can run between paragraphs of text, on the side of a page. They are presumed to be more valuable because they can guarantee 100% viewability.) ConvertMedia (now Taboola), according to Naveh, “enables publishers to strike an ideal balance between revenue goals, the exposure they afford advertisers and how they engage consumers.” […]
When it comes to selling ads, can web publishers make more money by doing less? The Co-Founder and CEO of ConvertMedia (now VP of Video at Taboola) thinks so, citing a “race to the bottom” with fixed banner ads. Yoav Naveh believes publishers became fixated on fixed banner ad placements, to the ultimate detriment of the users. “I think we got to a point where that has created a pretty bad experience,” Naveh says in an interview with Beet.TV. “There is a race to the bottom with more and more of these units that you have to sell because it’s fixed real estate and you have to sell that.” Read full article here
Here are a few pointers that can help marketers and publishers unlock the full potential of native advertising, without sacrificing efficiency or scale.
Outstream video could be the key to raiding the vault of television ad budgets that the video industry has been lusting for.
Top three reasons that outstream video advertising will power the significant growth predicted in digital video, not pre-roll.