MERCADEO Versión en español
Aloysio Araujo from MARCA: Non-intrusive ads are being tested on our US Hispanic and LatAm audiences
7 de julio de 2015
El diario español firmó un acuerdo con Teads
The Spanish journal, Marca, will begin advertising tests in video oustream with its audiences in the US and Latin America, said Aloysio Araujo de Albuquerque, Publisher-Managing Director. “We will soon start tests for the US Hispanic and LatAm audiences, that are 30% of our global followers, then continue with the European market, where we are based”. In an interview with PRODU he explained they are constantly striving for balance between content and advertising, so they expect the agreement reached between Teads and Unidad Editorial -digital communications group the journal belongs to- allows the distribution of campaigns in its premium news section, under monetization of ad inventory in outstream video. For us, this is a strategic agreement, since we bet on content quality, where non-intrusive advertising plays a very important role, by being respectful with readers. Marca, the same as other renown media, is undergoing migration towards digital environments. Almost 75% of our inventory is on mobile, which increases our concern in this sense”, Araujo told PRODU.Teads will be the exclusive video outstream advertising provider for the Spanish journal, and it will be available for PCs and mobile devices. These formats use view-to-play technology, ensuring the video will only play when visible on the user´s screen.The advertising investment on the mobile platform increases two digits per year and they expect to exceed that pace.
