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Time Inc. enters into exclusive partnership with outstream video inventor

time

Time is partnering with Teads for outstream video advertising

Time Inc. has just closed a multiyear deal with the inventor of outstream video to help monetize video advertising across all of its constituent publications.

Through the exclusive partnership, Teads will now handle all outstream video advertising on Time Inc.’s publications, which include such heavy hitters as People, Sports Illustrated, Time, InStyle, Real Simple, Food & Wine and Fortune. Teads will also deliver unique technical support and guidance on outstream video monetization strategies across Time Inc.'s direct sold inventory and Teads' demand sources.

Outstream video
The multiyear deal will expand Time Inc.’s  premium video inventory and will boost its video advertising revenue across mobile and desktop, revenue which is sorely needed in a shrinking media landscape.

Founded in 2011, Teads is the inventor of outstream video advertising and number one video advertising marketplace in the world. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales forces or third parties.


Outstream video is becoming increasingly popular for publishers on mobile

Teads claims to guarantee high viewability rates and give the power of choice to the user with its flagship format, inRead. Teads' inRead format places video ads within editorial content and plays only when viewable, allowing users to skip the video if they do not want to watch it.

Teads' native video advertising solutions encompass a series of formats inserted deep into media content, such as inRead playing inside articles. The company is looking to change the game in the video advertising market by creating unprecedented levels of premium inventory that did not exist before.

The partnership will help deliver a more organic user experience for Time Inc.’s more than 150 million visitors each month over its 60 websites. 

Video advertising
In addition to Time Inc., Teads clients include The Washington Post, The Atlantic, Forbes, Bonnier, Mashable, Slate, The Guardian, The Telegraph and Nikkei, among others.

If the partnership does result in a spike in revenue from Time Inc., it may be the first step towards progression from its current digital business model, which is notorious among readers for relying so much on advertising on the page that it obfuscates Time’s product. The incorporation of outstream video advertising may be a user-friendly alternative to such unmediated digital advertising adoption. 

Time will benefit from a reduction of clutter on its page

Other publishers are moving in lockstep with Time when it comes to digital innovation. USA Today, which introduced an array of mobile innovations this election cycle, saved its best for last: live, on-the-ground coverage of swing states via Facebook Live (see story). 

And The New York Times staked a spot at the vanguard of the changing media landscape, partnering with Samsung to produce a daily 360-degree video series (see story).

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Rakin Azfar is editorial assistant on Mobile Marketer, New York. Reach him at rakin@napean.com.

 
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