Telaria and Consortium of Australian Publishers Announce Launch of ‘Editorial Video Marketplace’
September 30 2019 - 8:00PM
Business Wire
Telaria, Inc. (NYSE:TLRA), the complete software platform that
optimises yield for leading video publishers, together with a
consortium of Australian publishers, including Seven West Media,
Network 10, SBS, Foxtel Media, Pedestrian Group and Daily Mail,
today announced the launch of a programmatic ‘Editorial Video
Marketplace’ to simplify buyers’ access to this professionally
produced premium content with extensive daytime audience reach and
scale.
Editorial videos are viewed on the publishers’ owned and
operated platforms and placed in high engagement environments in
contrast to the quick browsing feed type design used by the social
sites. These videos are particularly effective for daytime reach
because they are generally viewed at the beginning of the day and
noon and serve as an effective compliment to a BVOD (broadcaster
video on demand) evening buying strategy.
“This is an important collaboration between the leading
publishers in the market. We are responding to feedback from
buyers, and providing the scale that is comparable to the reach of
the social platforms. The marketplaces will be tiered based on a
benchmarking system to ensure quality and performance to drive the
best outcomes for both buyers and sellers. The initiative also
comes at the perfect time with the recent ACCC Digital Platforms
Inquiry which has been critical of the social platforms’ impact on
local journalism,” said James Young, GM of Australia at
Telaria.
“SWM is proud to be collaborating with the industry on this
important initiative from our partners at Telaria. The demand from
advertisers has been clear – that there is a need for quality video
delivering high viewability and completion rates within brand safe
editorial environments at scale. It is important that the premium
value and impact of editorial video is able to differentiate itself
from other forms of short-form like social video. This marketplace,
available programmatically, will be a means to make that easily
accessible for buyers and advertisers at scale,” noted Luke Smith,
Head of Programmatic Sales and Audiences at Seven West Media.
"It’s a breath of fresh air for an industry where multiple
players have come together to create a platform for premium
short-form video in response to buyer feedback. It’s encouraging to
finally start seeing publishers working collaboratively to provide
alternative independent options in this space -- creating ease of
access, and most importantly, a new narrative for editorial video,
giving it the credit it deserves, and perhaps start influencing
more social budgets being redirected to new premium ecosystems,"
said Flaminia Sapori, Head of Partnerships at Cadreon.
Telaria and the consortium of publishers are also working with
the IAB to encourage and achieve industry wide adoption of this
initiative through data implementation and research studies.
About Telaria Telaria, Inc. (NYSE:TLRA) powers the future
of TV advertising with proprietary, programmatic software that
optimizes ad yield for leading video publishers across desktop,
mobile and CTV. Telaria’s clients include the most innovative video
content publishers across the globe such as Hulu, SlingTV, SonyVue,
PlutoTV, TubiTV, Singtel, Australia’s Nine Entertainment Co,
Network 10 and Seven West Media, and Brazil’s Globo.
Telaria is headquartered in New York City and supports its
global client base out of 13 offices worldwide across North
America, EMEA, LATAM and APAC.
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version on businesswire.com: https://www.businesswire.com/news/home/20190930005668/en/
Media: Telaria, Inc. Kar Yi Lim klim@telaria.com
917-658-1994
Investor Relations: Andrew Posen IR@telaria.com
212-792-2315
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