Tapad, specializing in cross-device marketing technology, has announced a year-over-year revenue increase of 300% within its cross-device video business. Characterized by the amount of client spend focused specifically on video advertising initiatives, this portion of the business now makes up more than 20% of Tapad’s total revenue. In the last year, Tapad has launched campaigns with agencies including Carat, Havas, MediaHub/Mullen, Mediavest, Starcom, Universal McCann as well as brands such as Microsoft, Disney, Pandora, CVS, Mars, CitiBank, Ford, among others.
“Advances in technology have completely disrupted the traditional model of TV-only campaigns,” said Tapad founder and CEO, Are Traasdahl. “Delivering creative across devices, we’re seeing a huge lift in engagement and time spent with ads. In one recent campaign we saw close to a 500% lift in video completion rate for consumers exposed on three or more devices. Video is powerful already, but video across devices is a game-changer.”
Tapad offers advertisers the ability to serve any combination of video, display and rich-media creative campaigns in a unified way across connected devices. The company, whose cross-device accuracy was confirmed by Nielsen at 91.2%, works with nearly every major video advertising supplier to ensure the ability to scale placements across premium online inventory for both brand awareness and direct response campaigns. Tapad also works with partners including Placed and Datalogix to measure the impact of online campaigns in driving offline sales by looking at in-store visitation or purchases.
To support this growth, its senior leadership team has expanded with executives focused on growing video-specific initiatives.
Paul Sluberski joined Tapad as VP of Engagement and Innovation where he works with Tapad’s sales team to bolster video campaigns for existing and new accounts. Sluberski has more than a decade of experience, most recently with Tremor Video where he worked with clients such as P&G, L’Oreal, Merck, Coca-Cola, Clorox and Anheuser-Busch.
David Sanderson joined as VP of Creative Strategy and Operations where he leads the company’s newly formed creative team. Sanderson is an award winning graphic designer and creative strategist with more than 15 years of interactive advertising experience, most recently as the Senior Director of Creative Strategy at Tremor Video.
The team works with all of the major players in rich media and interactive video design, including Celtra, Innovid, PointRoll, Fuisz and Spongecell, which allows for the creation of cutting-edge advertising.
Tapad has secured IAB certification for VPAID and VAST standards, allowing the company to serve and optimize both standard and interactive video advertisements. Furthermore, Tapad’s creative services include the IAB’s Digital Video Rising Stars units including: Filmstrip, Ad Control Bar, TimeSync, Extender and Full Screen capabilities.
Integral Ad Science is Tapad’s Media Ratings Council accredited viewability, brand safety and bot deterrent partner. Tapad is also certified with both Nielsen and comScore for audience demographic measurement across desktop, mobile and tablet ad serving.