Teads, the inventors of native video advertising and a global monetisation platform for publishers, has hired Lee Fels as its new UK Publishing Director.
Previously Head of Mobile and Video at The Guardian, Lee will be responsible for developing existing relationships with UK publishers and continuing the drive towards mobile, video and programmatic. His hire will support Teads’ commitment to premium publishers and help develop solutions which appeal to advertisers without alienating publishers’ valuable readers.
During his eight years at The Guardian, Fels helped reposition the national news outlet for mobile, working towards its native advertising offering as well as its LiveApps (across both smartphone and tablet). For the last five years he was focused solely on mobile and video, two of the fastest growing areas of digital advertising.
Speaking about his appointment, Lee said, “Having worked with one of the world’s largest online publishers for nearly a decade, and being one of Teads customers during that time, I’m excited to join the company. I know the challenges faced by premium publishers when expanding into video and mobile and am looking forward to helping both existing and prospect clients address this using Teads’ native formats; As one of Teads customers, I saw how the innovation of native video advertising truly helped publishers with the difficult demand of significantly monetising video.”
Justin Taylor, UK MD at Teads, said: “Our approach of offering publishers native video formats, which work seamlessly across all channels enhancing the user experience, is going from strength to strength. Having someone of Lee’s calibre on the team, with his deep understanding of publishers’ perspective, will veritably accelerate our growth in the UK.”
Teads, founded in 2011, is the global leader of native video advertising and a monetization platform for publishers. Publishers work with Teads to create brand new video inventory and monetize it through Teads sales force, their own sales force, or programmatic buying.
Teads’ native video advertising solutions encompasses a series of formats inserted deep into media content, like the inRead playing inside articles, invented in 2012. inRead has been changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Brands such as Cartier, Breitling, Emirates, Deutsche Bank, Microsoft, Procter & Gamble, Unilever, Samsung, General Motors and Hyundai-Kia amongst many others are distributing their video advertising campaigns with Teads.
Teads, launched in 2011, has a team of over 400 employees, 100 of which are in the innovation team. It is operating in the US, Latam, Europe and Asia, across 26 offices in 18 countries.