Ad agencies are desperate to spend money on online video - they just don't see enough premium publisher inventory against which to advertise.
So video ad tech vendor Teads is helping publishers turn their existing assets in to video ad opportunities, with its ad formats like inRead that inserts auto-playing video ads in content publishers do have plenty of - text articles.
Following Teads' recent merger with Ebuzzing, Rebecca Mahony, chief marketing officer of the combined outfit, says: "We've come up with the idea of out-stream video advertising, outside of pre-roll.
"We have to make sure people understand what that means," she tells Beet.TV. "Once you explain what it means, it makes sense. We're always thinking one step ahead, trying to do things that are different."
We spoke with her at the Beet.TV video advertising summit on "outstream" advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
You can find this post on Beet.TV.