Eric Tourtel from Teads: Advertisers are increasingly asking their media agencies to buy only visible advertising

Eric Tourtel, general manager for Latin America at Teads, explains that digital video advertising basically has three problems, whose common denominator is lack of inventory. In statement to PRODU, he explains that the first is quality of inventory “because producing a video is very expensive and to serve them on old formats that are pre-roll, you need very good content, and the problem is that there is hardly any good content”. He warns that actually in the entire planet, “if you choose from the total of content video”, only 5% is made by professionals. So, if what you want is quality, the client keeps that percentage of possible inventory, he stated. Tourtel says that The Washington Post, that works with Teads, stated a month and a half ago that their outstream formats allowed them to multiply their video inventories by 50%.The second problem is that 70% of the pre-rolls that are purchased are never visible. “Increasingly advertisers are asking their media agencies to only purchase visible advertising”, he expressed.And as a third problem, Tourtel warns that there has been a huge increase of video impressions made by robots and not humans. “We are talking about sometimes half of a campaign that is not real”.The topic, among others, will be approached on the first Teads Publishing Summit for Latin America which will take place in Mexico City next 22nd.