Video ad tech firm Teads has unveiled inRead 360, its latest innovation in outstream video formatting for its inRead advertising suite which offers interactive and immersive 360-degree mobile video ads.

The new offering is one of the first outstream video ad formats to enable 360-degree video, and will be available on Teads premium publishers including The Guardian, The Telegraph and The Financial Times.

inRead 360 will be available to advertisers looking to create immersive marketing experiences that captivate readers and enhance premium content with a more engaging, interactive approach. Users are in complete control as they interact with the ad creative from different angles either by moving their mobile device or clicking and dragging the ad in desktop.

The format will be available both directly and programmatically across all screens including in-app, and integrates viewability standards by only launched when on the screen, and pausing when less than 50 per cent of the ad is visible.

“inRead 360 cements our position as the leading programmatic video platform for cross-screen outstream advertising,” said Bertrand Quesada, CEO of Teads. “This is the latest example of Teads driving innovation in the space and demonstrates our underlying belief that the industry must maintain an engaging user experience at all times.

“360-degree videos offer brands an unparalleled opportunity for creativity and we see it as a gateway to virtual reality. this is automated technology at its best, showcasing how innovation can bring creativity to life, and were truly excited to be at the forefront of this trend.”

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