Teads.tv, a provider of innovative video ad units, has raised $5.2 million in a Series A round by Partech Venture and Elaia Partners. As I wrote several months ago, Teads' big differentiator is that it enables premium text-based web pages to carry video ads as well. So in other words, rather than a premium publisher having to create expensive video in order to tap into the booming demand for online video ads, it can monetize existing web pages this way. the video ads only become visible when a pre-determined about of content has been consumed. Teads ads can also run in slideshows, music, video and social media.

Teads plans to use the funds for global expansion beyond its core markets of France and the UK. Existing publisher customers include Le Monde, Le Figaro, Financial Times, Forbes, The Economist, The Guardian, Reuters and others. Teads was started in 2011 and now has 30 employees across offices in London, New York, Sydney and Paris.