Buzzeff.tv, an online video publisher expert, has introduced an automated, streamlined version of video ad buying to the Middle East and Africa (MEA) region. The company claims that through its programmatic offer, brands can now reach 50 million unique users per month in MEA across news, business and finance, lifestyle and sports among others.
Marketers and agencies have access to a product that enhances their targeting capabilities by processing audience data with minimal human input. Buzzeff allows for less manual action, resulting in a lower likelihood of human error, fewer resources required, lower cost processes, and a means that uses cost per impression. Publishers can also monetize their extensive editorial inventory across smartphones, tablets and desktop.
“While the FMCG vertical embraced programmatic buying in 2015, we are now seeing other sectors quickly embrace this method to leverage its core selling points including enhanced targeting capabilities. We predict that more than 50 perent of advertising spends to be programmatic in 2017, as the industry seeks to leverage a more cost-effective outstream video format across premium publishers,” remarked Jerome Mouthon, Founder and Chairman of Buzzeff MEA.
The outstream format appears as a page break within the heart of editorial content. The content parts as the user scrolls down and the video ad begins to play though the tags that are place in the middle of the article. If the user scrolls away, or decides to move on to another tab, the ad pauses. On the other hand, when the video finishes, the ad disappears within the content, and the content resumes. Buzzeff’s use of the technology, InRead created by Teads, attempts to ensure that the ads shown on pages fit as per the text content.
“According to emarketer, seven in 10 advertisers said programmatic outstream provided more scale with 69 percent saying it helped improve viewability. By adding programmatic buying to our portfolio of products, Buzzeff is supporting the MEA region’s position as a leading hub for advertising professionals,” added Herman D’Souza, Business Head at Buzzeff MEA.
