HEARST NETHERLANDS CHOOSES IMPROVE DIGITAL FOR IN-PAGE VIDEO ADVERTISING
Hearst Netherlands is joining forces with Improve Digital for monetizing their in-article video inventory.
Improve Digital, the advanced monetisation technology platform for publishers, is an international supplier of programmatic video advertising technology. Hearst Netherlands is a 360-degree publisher focusing on the high-end segment and has internationally strong brands such as ELLE, Esquire and Quote.
The technology to offer video advertising between editorial content is called in-page advertising (also out-stream or in-article) and ensures that the video starts playing as soon as it is visible to the user. This allows the format to achieve highly favourable viewability rates, substantially higher than it is usual with video ads. Improve Digital technology is available for web, mobile, in-app and video.
Dutch advertisers can already instantly purchase video ads for well-known titles such as Cosmopolitan, ELLE, Esquire, Men’s Health, Women’s Health, Harper’s BAZAAR and Quote. The video ads are shown on desktop as well as via mobile web.
Improve Digital and Hearst Netherlands have already collaborated in other programmatic fields and are now expanding their cooperation into programmatic video.
Rachel Gómez Y Maseland, Commercial Director at Hearst Netherlands: “For a long time there has been a shortage of high-quality video advertising, especially in terms of viewability, premium content and programmatic trading. With Improve Digital’s technology we are able to make it easy for our advertising partners to reach the right audience with their video ads.”
Angela Pellaupessy, Country Manager Benelux at Improve Digital, about the cooperation: “With our technology we are constantly striving to maximise ad revenue for publishers. This is done transparently and in a way in which the publisher himself is in control. Control, insight and transparency have highest priority here. We are very pleased to get started with Hearst Netherlands.”
Amsterdam, 18 July 2016