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CPG brands can now measure “shoppability” and return on advertising spend from omnichannel campaigns

NEW YORK–(BUSINESS WIRE)–Crisp, the open data collaboration platform for brands, distributors and retailers, today announced a partnership with Teads, the global media platform, that puts shelf-level product availability and sales data directly into marketers’ hands. The new forward-looking solution, named Crisp Retail Data, pipes SKU-level sales and inventory data from over 40 retailers into the Teads platform, enabling CPG marketers to proactively optimize their shoppable digital omnichannel media to align spend where their products are available in-store and online. Among the first media platforms to integrate the Crisp solution, Teads is elevating its focus on driving contextual commerce and enabling shoppability for brands.

Crisp’s integration with Teads ushers in a new era of measurability for campaigns. Whereas CPG brands previously relied on “viewability” rankings to determine campaign effectiveness, the new Crisp Retail Data solution empowers marketers with data and enables omnichannel ad campaigns to drive sales. Crisp pushes a daily feed of inventory and sales data into the Teads platform to inform efficient advertising planning and buying. This new integration will allow for shoppable ads while enabling Teads to have store-level data for more effective targeting and dynamic creative optimization capabilities.

“Advertisers expect their campaigns to be more than just ‘viewable’ and as a platform focused on delivering business results, we are committed to creating unique and effective shoppable ad experiences,” said Jeremy Arditi, Co-CEO, Teads. “Integrating product availability and sales data from Crisp directly into the Teads platform means digital campaigns can be more directly linked to business outcomes.”

“The ability to measure whether an advertising campaign – particularly a video campaign – drives sales has long been the missing link for CPG marketers,” said Are Traasdahl, Founder and CEO, Crisp. “This is the first time that Crisp’s data is being used to optimize video advertising. We are excited to partner with Teads to bring unprecedented access to sales and inventory data for CPG brands to finally be able to determine the impact of video ad campaigns on sales performance.”

About Teads

Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.

For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers and content providers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach billions of unique monthly users in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

Teads partners with the leading marketers, agencies and publishers through a team of 1,200+ people in 50 offices across more than 30 countries.

About Crisp

CrispTM leverages the power of the cloud to connect and normalize retail data sources to provide real-time insights and trends. Food suppliers, retailers, distributors and brokers use Crisp to manage supply more efficiently, reduce waste and skyrocket profitability. Learn more at www.gocrisp.com

Contacts

Katie Padilla, (202) 878-8315, crispteam@padillaco.com

Teads, the Global Media Platform, announced financial results and shared operating highlights for the Fiscal Year ended December 31, 2021. Teads reported revenue of $678 million for FY 2021, representing growth of 25% year-over-year.

Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments.
Teads Financial Results
Jeremy Arditi, co-CEO of Teads.

Jeremy Arditi, co-CEO of Teads, commented: “Teads delivered a strong financial performance and continued to innovate and advance new advertising solutions throughout 2021 helping leading brands and their agencies navigate an increasingly complex open web. Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments. At the same time, we are providing new technologies and solutions to our publisher partners to better prepare them for a cookieless world. Throughout 2021, we signed a number of new global joint business partnerships with some of the world’s leading brands. Our performance advertising business, focused on traffic acquisition and conversion, was a major contributor to our 2021 results, growing 65% year-over-year. Performance advertising currently represents a significant portion of our total revenue. Overall, we continue to increase our investments in both engineering and sales talent to drive continued, organic growth. Finally, at a time when trust and transparency in media has never been more important, we will continue to champion the world’s best publishers as a trusted monetization partner.”

2021 Operating Highlights

  • Established the First Cookieless Platform on the Open Web: Teads’ leadership in innovation continues, announcing new technology that established the first cookieless platform designed for the open web. In 2021, Teads released a major update to its advertising buying portal, Teads Ad Manager (“TAM”), allowing advertisers to activate cookieless campaigns across the entire marketing cycle including planning, targeting, delivery and reporting. This is a major milestone for Teads and the industry as it provides all of Teads’ advertiser, agency and publisher partners a significant advantage in today’s increasingly cookieless world. Teads also rolled out a cookieless readiness initiative to help brands and their agencies conduct head-to-head testing demonstrating that media KPI performance and brand uplift for cookieless campaigns is in-line with or higher than that of cookie-based campaigns. With approximately 40% of global web traffic already not using third party cookies(1), Teads expects its leadership and innovation in cookieless to be a significant growth driver going forward.
  • Launched CTV Offering: Building on its expertise in video, Teads launched its Connected TV (CTV) offering. Teads’ addition of CTV, which is still in beta, gives advertisers and their agencies the ability to seamlessly buy a new array of high-attention premium media. By adding TV devices to the mix, advertisers are now able to buy across TV, mobile and desktop.
  • Signed New Joint Business Partnerships with Leading Brands: The world’s largest brands continue to partner with Teads to achieve massive reach in high quality environments across the open web. By signing a joint business partnership, brands commit to annual spending targets and gain access to dedicated teams to best leverage Teads’ data, audience targeting, creative platform and leading insights in order to drive superior outcomes.
  • Continued Publisher Expansion: Teads continues to sign new and renew existing partnerships with leading publishers across the globe in key local markets. Many of Teads’ deals are struck on an exclusive basis to serve inRead video and display ads in the heart of editorial text. In 2021, Teads had direct integrations with more than 2,800 publishers across the globe. For 2021, we retained 98% of our top 500 publishers from 2020 showcasing continued satisfaction and trust for the quality demand that Teads delivers.
  • Performance Advertising Product Updates Well Received: In 2021, Teads also released major updates to its performance marketing products and currently offers one of the most advanced web traffic acquisition solutions in the marketplace. Teads first introduced performance advertising in 2018 which continues to be a significant contributor to overall revenue growth. The platform’s success with performance allows Teads to compete for spend up and down the entire marketing funnel, complementing the brand advertising business.
  • Measuring The Attention Economy: Teads has been at the forefront of research looking at The Attention Economy, working with Havas and dentsu to better quantify Attention and how advertisers can move beyond viewability to better predict campaign outcomes.
  • Adding Talent and Expanding the Company’s Footprint: In 2021, Teads added over 230 new employees and at the end of FY 2021 had 1,035 full-time employees in 26 countries around the world. Teads expects to double the technology workforce over the next 18 months in order to drive new product initiatives and increase its market share. With the technology hub located in Montpellier, France, Teads has been successful in attracting and retaining leading engineering talent.

 

Update was a major pillar announced during Teads’ Partner Day event on  November 16. Other announcements included advancements in supporting advertisers’ CSR initiatives, results from Dentsu’s Attention Economy study and significant updates to Traffic Acquisition products.

Teads has announced updates to Teads Ad Manager (TAM), creating the first open-web platform that can activate cookieless campaigns throughout the marketing cycle. TAM now has a dedicated ‘cookieless mode’ for planning, targeting, delivery and reporting, allowing advertisers to responsibly engage with all consumers who are using cookieless environments. This covers a range of digital marketing requirements, from advanced cookieless audience targeting solutions to simplified A/B testing functionality. Teads’ cookieless solutions have already delivered over 1bn impressions across 50 fully-cookieless campaigns with top clients around the world. Initial results show that campaigns using cookieless solutions deliver on average a 5.5% more points of brand lift vs. cookie-based activations

By allowing brands to reach consumers at scale, within premium editorial environments using totally cookieless solutions, Teads is continuing its intent to set the standard for Responsible Advertising across the whole digital ecosystem.

In line with the theme of Responsible Advertising, Teads also announced Teads Care. This market-leading initiative will allow advertisers to financially support a cause of their choosing, and Teads will match this contribution through media investment. Initially rolling out with a focus on mental health and the environment, Teads Care will aim to support several causes around the world that are aligned with advertiser CSR campaigns. 

Alongside Teads Care, Teads has also doubled down on its commitment to being a sustainable media platform for the whole planet. Following the release of the Carbon Footprint calculator that was launched earlier in the year, Teads’ co-CEO Jeremy Arditi committed to continue investing in order to understand the adtech industry’s effect on the environment as well as developing sustainable and deliverable solutions that will reduce the platform’s impact on global warming.

3 Key Solutions

Further updates announced at the event focused on Teads’ Traffic Acquisition product. Upgrades to the Traffic Acquisition product are a significant leap forward and address key challenges that advertisers currently face when looking to deliver quality traffic to site through 3 key solutions:

  1. Goal Based Bidding allows advertisers to reach the main KPI they want for a traffic acquisition campaign. Available through managed service or self-serve (in Teads Ad Manager), buyers can optimize toward the largest set of traffic KPIs in market.
  2. Dynamic Performance Ads can generate up to 16 different creative variations where the titles & image will vary. Teads’ AI will then automatically test and learn to find the variations that drive the best outcomes based on the selected KPIs. Early results have shown that Dynamic Performance Ads improved campaign performance by 30%
  3. Retail Traffic Solutions is a combination of two products that help retailers deliver against their business objectives. 
    • The first is Teads Traffic Acquisition with Amazon Attribution where advertisers can now measure the sales effectiveness of ads set up on Teads Ad Manager that are designed to drive the user to Amazon’s website. Marketers can measure Product Views, Add to Cart and Sales using Amazon Attribution to accurately measure ad effectiveness.
    • The second is a Traffic Acquisition Reachcast, where a brand gains a high share of voice within a certain category of content, for between 12 hours to 5 days using Teads’ high Attention display formats in order to receive maximum site traffic .

Finally, Teads discussed the latest findings from the comprehensive attention economy research, run by dentsu. The study, where Teads was a significant media partner, demonstrated that Attention is three times better at predicting outcomes than viewability as initial findings showed that viewability alone is no longer a good enough metric to measure how consumers are reacting to content on a page. dentsu’s Attention Economy study found that User Choice, Creative, Time in view and Relevance are key drivers in delivering Attention for advertisers. A more detailed view of the study can be downloaded from the Teads website.

Teads Partner Day was hosted by Jeremy Arditi, Teads’ co-CEO, on November 16th and presented the platform’s strategic vision and included industry leaders from Southwest Airlines, OMG, Diageo, dentsu international and PHD.

Regarding the significant updates and announcements, Arditi said, “This is a critical time for businesses as they look for growth out of the pandemic whilst simultaneously aligning with how consumers are now engaging with the online world. We remain hyper focused on developing innovative solutions for the digital advertising industry that guarantee business outcomes without compromising on the quality that we are renowned for. We are uniquely positioned to offer market leading, Responsible Advertising solutions to our advertiser and agency partners for every stage of their marketing journey and are excited to partner and grow with them into 2022 and beyond.”

Teads, the global media platform founded by Pierre Chappaz and Bertrand Quesada and owned by Altice, announces a reorganization of its leadership team.

Teads has announced a reorganization of its leadership team:

Pierre Chappaz is stepping down as Executive Chairman of the businesses while remaining Chairman of the Board of Directors. He explains: “At 62, it’s time for me to take a step back after dedicating the past 16 years to building a global alternative to Google and Facebook for advertisers. I am very proud of the work our teams have done all over the world. We have succeeded in bringing together the vast majority of major European, Asian, North and South American publishers to offer advertisers access to nearly 2 billion internet users via our platform. Teads still has very significant room for growth, and I trust our teams will continue to develop our technologies and our trusted relationships with advertisers, agencies and major publishers. Teads has the potential to become the world leader in adtech. In agreement with Patrick Drahi, I will remain as Chairman of the Board of Directors, and I will continue to advise and “coach” the teams. Bertrand Quesada my partner remains in charge of Teads as CEO.”

Bertrand Quesada, Co-Founder and CEO of Teads said: “After 11 years of collaboration with Jeremy Arditi I am pleased to announce his appointment as Co-CEO. Jeremy’s experience will allow us to continue to accelerate our development.”

Jeremy Arditi, Co-CEO of Teads comments: “I am very excited to take on this new responsibility and to work alongside Bertrand Quesada. After 11 years at Teads, I’m convinced we’re just getting started. We have exceptional talent in the company that I am proud to guide in this new phase.”

Patrick Drahi, Owner and Founder, Altice adds: “I would like to thank Pierre Chappaz, a remarkable entrepreneur, who has allowed Teads to become this incredible success story. With Pierre, now Chairman of the Board of Directors, we have made choices to ensure continuity for the leadership of Teads. Bertrand Quesada, CEO, Jeremy Arditi, co-CEO, and the entire management, have all my confidence to continue the strong growth of Teads, and to build and develop the company into the future.”

TAM is the pioneering cookieless platform of the open web, with different effective, proven and scalable solutions for the world’s biggest brands.

Teads, the global media platform announced that Teads Ad Manager (TAM), Teads’ dynamic programmatic buying platform, is the first of its category to offer advertisers and agencies the ability to activate accurate campaign targeting without cookies or device IDs.

Therefore, Teads Ad Manager (TAM) becomes the pioneering cookieless platform of the open web. This echoes the constant innovation and evolution of the platform which, by developing different effective, proven and scalable solutions for the world’s biggest brands, is leading the way for a cookieless world.

TAM, which is directly integrated with Teads’ inventory, is the first dynamic, self-serve, programmatic buying platform in the industry and ready to work in a cookieless environment. Thanks to TAM’s sustainable audience targeting, its advanced contextual segmentation and the use of its proprietary technology that allows the “translation” of cookie-based audience segments into segments based on cookieless signals, TAM is ready to offer advertisers the possibility to activate 100% cookieless campaigns. This is essential not just for the future but for today as many consumers, in some markets more than 50%, are already unreachable if cookies are used, losing huge scale for marketers.

Furthermore, within TAM clients can directly manage their targeting needs seamlessly and are able to plan and activate campaigns, generate reports and efficiently reach goals in every stage of the funnel. Practical solutions that contribute to a successful transition towards a cookieless world.

Clementina Briceño, Head de Data de Teads Latinoamérica.

“The transition towards a cookieless environment takes time and platforms that make this type of activation feasible, precise and actionable are needed. TAM revolutionizes the market by offering advertisers the possibility to launch campaigns that are 100% cookieless in just a couple of clicks, while placing brands one step closer to their main objective: Responsible Advertising”, said Clementina Briceño, Head of Data for Teads Latin America.

To summarize, the launch of the “Cookieless Mode” in TAM provides access to targeting solutions such as:

  • A cookieless audience catalog that addresses demographic segmentation and interest-based segmentation.
  • Teads Cookieless Translator: which allows converting cookie-based audiences (including 1st party data) into cookieless audiences. The tool takes the cookie-based audiences as reference and presents equivalent audiences that only differ in their identifier, without affecting the interests that connect the audience to a brand.
  • Contextual Targeting: provides access to more than 500 editorial contexts within the top and most recognized publishers in the world.
Luciana Salazar, VP Business Development de Teads Latinoamérica.

Furthermore, Luciana Salazar, VP of Business Development for Teads Latin America, added “The TAM product and business development teams are very proud of the unique solutions the platform provides. Thanks to the wide variety of commercial models used in 2nd price auction, we can offer guaranteed results that, as of today with the Cookieless Translator, are even more efficient compared to what the market has to offer. Our aim has been, and still is, to be ahead of the curve. The reward comes when we receive feedback from TAM users who highlight how efficient, instinctive and user-friendly the platform and, especially, the translator, are.”

 

After the success of test cookieless campaigns in Mexico, similar strategies were rolled out across campaigns throughout South America, beginning with Chile and Argentina.

Teads announced the results of the first test of a cookieless campaign for Mastercard in Mexico, in partnership with media agency Carat. As the digital ecosystem transitions away from the use of third-party identifiers in Chrome, the most used browser worldwide, brands are looking to tech partners to deliver media effectiveness whilst following the need for more consumer privacy. This digital activation is the first of its kind for this brand in Latin America.

Through this campaign, carried out from May 1st to 31st of this year, Mastercard sought to position itself among debit card users as a safe and easy-to-use tool. A segmentation of two groups of audiences with similar banking interests, finances and demographic characteristics was implemented; the only difference between them was the use of cookies in one group and the cookieless segmentation in the other. The campaign reached over 10 million people in total.

Teads was in charge of selecting these audiences and carried out the analysis in both segments, which were exposed to three Mastercard ads in video and display formats.

In general, both audiences showed very similar results, with slightly improved results from the cookieless segmentation. Longer in-view time was achieved, with an average of 11.41 seconds vs. 11.37 seconds, as well as a click-through rate (CTR) of 0.39% in the cookieless ad vs. 0.38% in the ad with cookies.

The parity in metrics between both audiences is a practical demonstration of the trend foreseen by Teads: digital campaign effectiveness won’t be negatively impacted by the removal of third-party cookies, in fact, the results from cookieless campaigns are slightly better compared to worldwide standardized industry benchmarks. In this cookieless test, it was also remarkable that the effective cost per 1 million impressions (CPM) was lower for the cookieless audience, which shows a cost efficiency through the implementation of these new methodologies.

Likewise, the video ads had a 79% completion rate, 19 percentage points above the market average in Mexico. Meaning that 79% of users watched through the entirety of the ad. Meanwhile, the viewable time of the video ad reached 81.78% versus the industry benchmark in LATAM, which is 71%.

Cookieless Campaigns
Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

“We know that nowadays, both users and brands have gained a deeper sense of how personal data should be used in digital channels. At Mastercard, we are committed to adopting new technologies that allow us to increase security measures for the purpose of handling our consumers’ privacy. This has made us carefully assess alternative platforms that do not rely on the use of third-party cookies or device IDs for building our audiences. For this reason, we are proactively developing pilot tests in partnership with companies such as Teads to gain a better understanding on the best way to navigate this transition to a “cookieless” world, putting respect for privacy first and foremost, while optimizing the quality and efficiencies of our amplification plans”, commented Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

Cookieless Campaigns
Andrés Castillo, Regional Client Lead at Carat.

“Placing artificial intelligence and media platforms such as Teads’ at the center, which evolve with the purpose of activating campaigns beyond cookies, triggers powerful insights that are at the centerline of the patterns that we are identifying, understanding and executing in each one of our results. It is possible to live without cookies, but we need to start testing audiences identified under other methods and we need to be better prepared in order to shift this situation in our favor”, commented Andrés Castillo, Regional Client Lead at Carat.

As a global media platform that acts as a liaison among brands, advertisers and content platforms, Teads has analyzed and implemented new tools for measuring and monitoring the efficiency of campaigns, which segment users without third-party cookies and, in this case, has tested the successful implementation of a campaign aimed at debit and credit card users.

cookieless campaigns
Eric Tourtel, CEO Latin America at Teads

“Today, we have planned cookieless tests with over 50 advertisers worldwide who want to check the effectiveness of these types of campaigns and who will be transforming the future of the digital advertising landscape with us”, commented Eric Tourtel, CEO Latin America at Teads. “Mastercard has been agile in putting this new way of audience segmentation to the test, proving that the cookieless era will not wait until 2023, but instead, it is here already, and it has the same efficiency as traditional segmentation, and in some cases better results”.

Thanks to the results in this first campaign, Mastercard has announced the implementation of the same type of campaign in other Latin American countries in partnership with Teads. New tests are currently underway in other South American countries.

Teads, a global media platform, today announced the launch of the roadshow for its initial public offering of 38,500,000 Class A common shares pursuant to a registration statement on Form F-1 filed with the Securities and Exchange Commission (“SEC”). The initial public offering price is expected to be between $18 and $21 per share. In addition, the selling shareholders expect to grant the underwriters a 30-day option to purchase up to an additional 5,775,000 Class A common shares at the initial public offering price, less underwriting discounts and commissions. Teads has been approved to list its Class A common shares on the NASDAQ Global Select Market under the symbol “TEAD.”

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

Teads makes public offering. The global media platform announced today that it has filed a registration statement on Form F-1 with the U.S. Securities and Exchange Commission (“SEC”) relating to the proposed initial public offering of its Class A common stock.

The number of shares of Class A common stock to be offered and the price range for the proposed offering have not yet been determined. Teads intends to list its Class A common stock on the NASDAQ Global Select Market under the symbol “TEAD.” The offering is subject to market conditions, and there can be no assurance as to whether or when the offering may be completed, or as to the actual size or terms of the offering.

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

 

Havas Media Group and Teads have announced the beginning of their new joint collaboration, coined ‘Project Trinity’, which will focus on the fine balance between user experience, publisher monetization and advertiser results. Kicking off with an in-depth analysis into which factors have the greatest effect upon users’ engagement with editorial and attention dedicated to advertising, the partnership will look to create actionable insights to ensure the long-term sustainability for the open web.

Havas have long advocated that more Meaningful Media can build more Meaningful Brand through better Media Experience. This new partnership looks to extend this principle by harnessing Teads’ global reach and direct integrations with the world’s best publishers. The partnership’s core objective is to identify key engagement levers that yield optimal results for advertisers and positive experiences for consumers. By developing a greater understanding about the value of attention of today’s consumers, the long-term project aims to help publishers create a better user experience and therefore monetize their premium editorial content while increasing media effectiveness for advertisers, therefore creating a more sustainable online ecosystem.

The initial research will aim to quantify the benefit of a user centric approach for publishers and advertisers, demonstrating it is possible to create a virtuous circle for digital advertising which starts with great user engagement with the content. Based on research results, Teads and Havas will create actionable insights for publishers on how to boost attention without disrupting the media experience, as well as practical advice for advertisers who are seeking to buy attention to deliver greater marketing effectiveness.

Havas and Teads initial research will look at more than 15 factors including publisher layout and context, ad formats and saturation as well as readership demographics. This study will gather data from across several of the top 200 media properties in the US and UK, combining device events with eye tracking technology, across mobile and desktop.

Teads Havas

To realise its full ambition, the partnership will look beyond the initial study to additional research, campaign testing, A/B testing and client workshops to further the idea of Meaningful Media and continue to drive a sustainable media ecosystem.

To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement.

“To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement. We believe this ability will help us improve the connection between brands, consumers, and media partners,” said James Gyngell, Global Managing Director of Investments at Havas Media Group. “We look forward to undertaking this large-scale attention study with our partners at Teads.”

We want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it.

Caroline Hugonenc, Global VP Insights, Teads said: “Respectful user experiences are a key pillar in our approach to Responsible Advertising, and have proven highly effective in driving advertiser results. With Project Trinity we want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it. We strongly believe that there is an opportunity to create better alignment between readers, publishers and advertisers and are excited to work alongside Havas on this mission.”

Project Trinity will launch in June 2021.

Teads, The Global Media Platform, has announced that Publicis Groupe Latin America has received the first agency-wide certification on Teads Ad Manager (TAM). The programmatic platform grants direct access to Teads’ premium inventory, allowing the agency to buy across the world’s best publishers with privacy first, cookieless, strategies.

This makes Publicis Groupe Latin America the first communications group in the region to be granted this certification. This recognition comes after a strategic alliance of nearly ten years with Teads and is proof of the exemplary commitment that the group has maintained when it comes to excellence and innovation, focusing on simplified and effective technology offerings for their clients. Publicis Groupe Latin America first adopted the programmatic platform at its launch in 2019 and positioned themselves as the agency brand with the highest level of usage in the entire region.

Directly connected to Teads inventory, TAM is the first dynamic self-serve or managed service platform in the industry that has a totally cookieless mode. TAM can offer cookieless audiences thanks to its advanced contextual targeting and the use of proprietary technology that allows it to “translate” audience segments, based on cookies, to segments that are “cookieless ready”. Moreover, both agencies and buyers are able to plan, activate campaigns, generate reports and reach their objectives in each stage of the funnel in an effective manner.

Publicis Certification
Eric Tourtel, CEO of Teads Latin America.

In today’s digital world, new technologies and innovation must be put at the service of brands and clients. Furthermore, integration is essential so that the entire process, from end-to-end, can flow with greater agility and speed. This is what is achieved with the TAM platform, because the entire programmatic operation occurs inside Teads’ ecosystem without needing to depend on third parties, the platform is extremely effective and cost-efficient for advertisers. We’re very pleased to grant this certification to Publicis Groupe and to continue working alongside them towards a cutting-edge advertising industry”, said Eric Tourtel, CEO of Teads Latin America.

Publicis Certification
Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

We’re very excited to receive the Teads Ad Manager certification, the dedication on both sides has been of 110%, since anything that aims to reach max efficiency in processes and to provide a better service for our clients will always be a priority for Publicis Groupe. TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology. This certification is, without a doubt, a very important step in this direction”, said Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology.

On her end, Luciana Salazar, VP of New Business Development of Teads Latin America, expressed: “Working with Publicis Groupe is always an extraordinary experience, the talent in their teams at every level and their deep know-how in cutting-edge technologies have been key to continue to evolve and be able to offer a platform like TAM, which is tailored to our clients’ needs.

Following on from the successful Consumer Healthcare and Beverage Awards, Teads announced the winners from the first Beauty Lux Awards. These awards celebrate campaigns that have been adapted to deliver maximum campaign effectiveness in mobile environments for high-end brands.

  • Judges include top executives from LVMH, Coty, Adidas, L’Oréal Luxe International, Darphin Estee Lauder, Kering, and Conde Nast. The full list can be found online here.
  • Winners were picked from a shortlist of 25 campaigns and creatives, narrowed down from 400 entries from across the globe.
  • Winners were announced on 25th March at an online ceremony

These awards showcase the best work in video, display, and campaign orchestration for clients within the beauty and luxury sectors.

Judged by some of the global leaders in media and marketing, the quality of work showcases how far the Luxury and Beauty category has come in recent years. Enabled by advancements in mobile technology and powered through partnerships like those with Teads Studio, the ability to create digitally native assets that surprise and delight users, is more achievable than ever before.

The winners in each category are below. All the creatives and winners can be found on the awards hub here.

Display category

  • Gold: Jean Paul Gaultier – Flow with 3D effect
  • Silver: Lancôme – Vertical Cinemagraph
  • Bronze: Boss Bottle Infinite – Flow

Video category

  • Gold: Cartier – Video with 3D effect
  • Silver: Hermès – Video with shoppable skin
  • Bronze: Issey Miyake – Video with branded skin

Best atelier

  • Gold: Adidas
  • Silver: Tag Heuer
  • Bronze: Chanel

Beauty Lux awards

“Beauty Lux advertisers have always had the highest standards when it comes to creativity, whether across TV, print magazines, or out-of-home. For a number of years, they have applied these same standards to delivering thumb-stopping creativity in premium digital environments, and so the standard of work in these awards was always going to be extraordinarily high. The judges all commented on how impressive this work is and it will be hugely exciting to see how the work has evolved again at the next edition.”

– Rachid Ait Addi, VP Global Advertising, Luxury, Fashion, Beauty, Sportswear, Teads.

 

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

What does this mean for programmatic buying?

Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

The audience and contextual targeting solutions we described are already available now. It can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

Teads, The Global Media Platform, unveiled the latest news that it reaches nearly 2 billion people worldwide in the most premium digital environments, through global partnerships. It also unveiled a newly signed partnership with NewsGuard as part of its ongoing drive to support quality journalism and ensure brand safety from misinformation and false news. The announcements were made during the inaugural ‘Teads Partner Day for Publishers’, a global virtual event that brought together more than 1,000 leaders in digital publishing and trade journalists.

Among the main innovations the company announced were its updates for publishers around the cookieless future, promising no drop in audience targeting accuracy and effectiveness whilst adapting to the browser and regulatory changes. Teads’ market-leading approach helps publishers to fully leverage their advantage when it comes to targeting in a cookieless world; making the most of their 1st party data and user reading habits as well as a nuanced approach to contextual targeting, only available within text environments.

In addition, it was announced that publishers would now be able to tap into Teads’ Predictive AI for the first time, via the Teads For Publishers Suite. The AI leverages hundreds of data points on each advertising opportunity to deliver the most promising outcome for advertisers. This means that publishers can sell viewable impressions, completed views, or even clicks to maximize revenue and limit inventory waste, delivering up to 60% inventory savings.

Teads also announces today a new partnership with NewsGuard, an organization that, deploys trained journalists to rate and review the worlds’ news sites for trustworthiness and transparency. The integration means that NewsGuard is now part of Teads’ publisher vetting and auditing process, both at the onboarding stage and as an ongoing benchmark for quality. This aligns with the company’s policy to Advertise Responsibly, enabling brands to deliver business results whilst doing so in environments that are free from disinformation, fraud, and hate speech.

“As the commercial arm of the BBC, we work with partners that understand and respect our values. But who are also compliant, market-leading, and work with us to build trust and a long-term relationship that’s mutually beneficial. There are four parts of our relationship with Teads that outline why we chose to build a strategic, exclusive global partnership. We identified Teads as a market leader in terms of an advertising format that we want to offer our audiences and customers. We seek partners that pass and uphold, our incredibly stringent checks and balances, ensuring brand safety. And through Teads Studio, offer a compelling creative product that helps brings video alive for many advertisers and brands.

Additionally, Teads works hard to remain ahead of the curve in terms of product and partner needs and by doing so remain relevant in an ever-changing digital landscape

Finally, as we enter the fifth year of our partnership, Teads continues to represent an important part of our offer to market”

Teads Global ReachErrol Baran, SVP, Business Development & Innovation – Global Advertising & StoryWorks, BBC Global News 

As video demand outstripped supply in 2020, we were able to prove to media buyers that, not only is in-article video more efficient than pre-roll, it actually performs quite well. So for BuzzFeed, having Teads as a partner allowed us to expand our video offering, make it more efficient, biddable, and scalable. We’ve tested other SSP partners with outstream in the past, but consistently, Teads has been able to drive the highest ad performance across partners to date.

Michelle Devine, VP, Programmatic & Commerce Partnerships, BuzzFeed

We are now able to provide a one-stop solution for our brand advertisers to create beautiful, interactive video ads from scratch and distribute them through our premium inventory. Teads has empowered our digital business with its technical solutions and we are looking forward to working even closer to strengthen our media strategies.

Teads Global ReachAkane Takahashi, General Manager, Digital Business, Hearst Fujingaho Japan

As part of the exclusive and long-term partnership established between Le Point and Teads, we have been able to extend our monetization capabilities to the in-app environment over the last months, with great results across both video and viewable display formats.

Teads is providing excellent performances on all key metrics such as brand safety, viewability or completion, while ensuring GDPR compliance and best-in-class user experience for all our audiences, thus matching the highest level of expectation we require for Le Point.

Our readers trust and show loyalty to our brand thanks to the quality of our content. Being natively positioned within editorial content, in-article formats have to meet the same quality standards. Thanks to its strong and historical commitment to premium and responsible advertising, Teads has naturally become a key business partner for Le Point over the years.

Nicolas Pegoraro, Director Yield Management, and Digital Ad Operations, Le Point

In 2020, we saw the real-world impact of misinformation on topics ranging from public health to election integrity. But brands that want to avoid sending ad dollars to sources of harmful misinformation shouldn’t have to avoid news altogether. This partnership ensures advertisers, through Teads, can have a better alternative: access to credible trusted news inventory while avoiding ad placements on harmful misinformation websites.   We applaud Teads’ leadership on this issue.

Teads Global ReachCarter Stone, VP Business Development, NewsGuard

Today’s virtual event showcases the breadth of tools we have brought together for publishers over the past few years. With our latest developments around data, Teads for Publishers Suite is now the best technology for publishers to be ready for the cookieless era. Giving them future proof, and market-leading, targeting, and contextual solutions at their fingertips. All whilst maintaining our role as a truly cutting-edge monetization platform.

When this is layered on top of the placement and design of our ad formats, the result is the highest possible quality ad experience online, at scale. This means our publishers can deliver business results to brands as well as the greatest user experience for their readers, all of which create a more sustainable media ecosystem for the future. We are excited about continuing to grow with our partners throughout 2021 and beyond.

Performance marketing has become even more crucial in Latin America due to the rapid acceleration of e-commerce since the pandemic started. We talked to Juan Pablo Suarez, Head of Performance LatAm at Teads to better understand attribution modelling, the use of first party data, pricing and the ascent of third party marketplaces,

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Juan Pablo Suarez is an experienced performance marketer. He is now leading Teads‘ Latin American performance marketing efforts. Suarez previously had senior roles at Kontent Room and Criteo,
Asked about how brand marketers should measure ROI on advertising spending, Suarez answers that “they should always talk about ROAS (Return on Ad Spend) or COS (Cost of selling) when looking at the return of advertising campaigns. The way it should be done is using a multitouch attribution model, so each media provider used can be measured according to its contribution.”

By using a multitouch attribution model each media provider can be measured according to its contribution

Performance Marketing: Setting the Price

Suarez notes that in order to set an appropriate price per consumer action (e.g. click, conversion etc), he asks his clients to  to set a conversion benchmark depending on the product category, vertical and type of conversion. “For example it’s harder to convert a lead than to achieve the sale of a retail product, such as electronics.” He adds that the media inventory is bought  on a dynamic CPM and CPC basis. The trick is to find the lowest possible CPM in order to reach the client’s KPI.

The trick is to find the lowest possible CPM in order to reach the client’s KPI.

According to Suarez, “in order to optimize toward conversions, he finds it best to impact users that have not

Juan Pablo Suarez, Head of Performance LatAm, Teads

interacted with the brand yet and have not made a specific action within their site. “This is why Teads’ AI was built to find new users, to ensure we’re adding value to our clients by driving new qualified traffic.”
Suarez says that he can offer first party data to his clients, taking into account all legal regulations in order to avoid any misuse. However, “if we keep targeting the same users that are already familiar with the brand, there would be no increase in traffic, actions and potentialsales, since the users impacted remain the same.”

Third Party Marketplaces and Performance Based Marketing

Third Party marketplaces including Mercado Libre, Amazon and Rakuten are becoming very important for brand marketers in Latin America. Many regional and local retailers, including multi-vertical app companies Rappi and Grupo Exito have launched or are about to launch their media sales operations. Performance based marketing needs to take this fact into account. Suarez notes that
“Teads is currently working with major marketplaces in some countries in LATAM. In addition to this, since supermarkets and top retailers have seen an increase in ecommerce demand, we are leveraging our relationship with them implementing Teads’ technology in order to provide additional insights to clients beyond standard campaign information. We have put this into practice with Cencosud in Colombia and Falabella in Peru and Argentina.”

We are leveraging our relationship with retailers including Cencosud and Falabella to provide additional insights to clients.

The Ascent of Social Selling

Social selling, direct selling over social media properties like Instagram has become very important, particularly in social media over-indexing Latin America.  E-commerce marketing initiatives may be well advised to take this into account and be based on performance based marketing.   Suarez emphasizes that “the power of social media is based on the P2P recommendation and the massive penetration it has in the region.”
“Certain markets, such as Colombia, have seen the usage of Whatsapp as a great tool for social selling. Social Media is definitely a potential channel, but brands still need to be cautious because of all the heat social receives due to fake news, lesser attention for ads, and unsafe environments,” Suarez concludes.

 

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Teads, The Global Media Platform, unveiled a suite of updates including the expansion of its robust performance offering along with new social products and measurement solutions. The announcements were made during the inaugural ‘Teads Partner Day’, a global virtual event that brought together more than 1,000 brand marketers, agency partners and trade journalists.

Among the main innovations the company announced is ‘Teads Conversions’, a new performance programmatic solution geared towards helping brands deliver on-site conversions such as leads, add to cart, registrations and sales. This solution allows clients to access Teads’ high quality traffic and premium publisher inventory while optimizing towards lower-funnel outcomes via the leading DSPs in the marketplace. The solution is also available in closed beta via Teads’ self-serve buying interface.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions. As a ‘curated internet,’ Teads is a single access point to the world’s best publishers, offering quality scale, brand-safety and outcome transparency not available within the ‘walled gardens’ of social platforms, or across the low-quality inventory on the open web.

conversions performanceThe Teads performance offering is based on the following five ‘Quality Performance’ pillars:

  1. Real ROI Objectively Measured: Teads welcomes 3rd party measurement solutions.
  2. Quality Media Environments: Teads Performance Solutions leverages the quality editorial placements available on the Teads platform, comprised of many of the world’s top publishers.
  3. Ads That are Actually Seen: Teads delivers high viewability through ad formats that don’t load if they aren’t viewable
  4. Optimized Creative Made for Quality Inventory: Teads has developed a suite of creative templates highly optimized to deliver against a variety of performance KPIs.
  5. Powerful AI to Find Brand Customers: Teads performance solutions are powered by its AI engine, which learns which users are most likely to generate a qualified visit.

Teads Conversions is the latest addition to Teads’ Performance offering. Complementing the mid-funnel traffic acquisition and incremental visitor solutions available to brand advertisers who are looking to deliver maximum ROI on their digital ad spend.

At L’Oréal we want to be able to offer a perfect choice of brands for all types of consumer needs and desires and for all beauty dreams all around the world. To achieve this, we need to be present in the most relevant channels and at the right moments. For the last three years, since we started working with Teads, we have been able to deliver strong results in both our awareness and performance campaigns and inform our marketing decisions based on relevant insights and a diverse range of studies provided by their team. I really appreciate the value of having a partner to achieve our goals.” – Kim Dirckx, CMO/CDO at L’Oréal LATAM

We need to be present in the most relevant channels and at the right moments.

Teads is also launching ‘inRead Stories’ and ‘inRead Social B2B’ in their inRead Social suite. These solutions seamlessly extend the reach of social media ads into high quality publisher environments in the curated web. The Stories format is a highly visible vertical ad experience running between paragraphs in editorial content. inRead Social B2B, a solution targeting corporate and professional decision makers which make up 27% of Teads’ audience globally.

We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens.

conversions performance
Bertrand Quesada, CEO & Co-Founder at Teads.

“Teads has doubled down on innovation in 2020 to support the accelerated performance and e-commerce efforts of brands and agencies. We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens. Both of these strategies have been paying off for our clients with tangible results in both savings and performance.” – Bertrand Quesada, CEO & Co-Founder at Teads.

Additional announcements:

In addition to the updates to the performance and social suites, Teads announced further innovations to the platform during its Partner Day:

  • Enhanced contextual targeting solutions: Allowing smart, future proof, targeting strategies for brands as we move towards a cookieless world. Benefiting a privacy concerned user, without negatively impacting media plans targeting specific audiences. This is achieved by semantic analysis across a range of contextual segments, leveraging the in-article environments where Teads operates.
  • Brand Pulse: Teads’ proprietary campaign measurement tool is now available within Teads Ad Manager, Teads’ self-serve platform. Allowing brands to seamlessly measure campaign success and brand uplift themselves.

Global Media platform Teads recently launched  an  online content series centered around the many ways online creativity in the ad industry is evolving and has been accelerated by COVID-19.  Portada interviewed Jonathan Lewis, Global Head of Studio at Teads, to learn about the latest innovations in digital transformation and its implications for cross-divisional team work (e.g. creative and media) and organizational processes.

Jonathan Lewis on Digital Transformation
Jonathan Lewis, Global Head of Studio, Teads

Lewis, Global Head of Studio, Teads, is an expert who has been tasked with pressure-testing legacy creative processes and accelerate digital transformation within advertising. He notes that Latin America is the best playground for early adoption of initiatives including cross divisional team work and content testing. He claims that “there is without question a greater appetite for innovation and to a degree risk in Latin America.”

Digital Transformation and Cross Division Collaboration

Asked where he sees digital transformation within advertising going in regards to cross-division collaboration in the creative process, Lewis notes that “you certainly hear more about the convergence of creative and media teams, both within client and agency shops and In the main I think this is driven by client needs. At Teads our teams work collaboratively across the spectrum of the platform and the approach we have promoted with regard to our relationships with clients during the creative process is a reflection of this. For the last 2 years we have worked a cross-division, collaborative initiative that combines client
stakeholders, their creative and media agencies with our own creative Studio, data and media insights teams to deliver a specific campaign orchestration together in one (now remote) session. This working session, called L’Atelier is a powerful validation of the value of cross division learning and understanding.
This has been especially so during the current pandemic, where Covid-19 has acted as a reset button in the lives of many and faced, as we are, with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid. So, the cross-collaboration across media, insights and creative functions is essential to ensuring we deliver sensitive creative experiences and give people what they need during this time. Ensuring tonality is on point and cut through to such collaborative approaches can achieve, learning and understanding from each division.”

Faced with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid.

Appropriate Tonality: The Examples of KFC and LVMH

Lewis also stresses the need for the use of appropriate tonality in these challenging times. Digital Transformation also means establishing processes and cross-divisional teams for efficient tonality feedback loops. “Simply put, when we talk of tonality we are referring to what you say, how you say, when and where you say it (the context in which the ad appears is also an important consideration with regard to appropriate tonality) and maybe whether you should be saying it at all. Things can quickly become ‘tone deaf’ to the environment in which we find ourselves. In early stages of lockdown that would include content that had people celebrating, partying, holidaying or simply referring to things that we couldn’t do any longer.” As examples Lewis cites  KFC were unfortunately caught here with the outdoor campaign promoting (finger licking) good chicken.
Appropriate tonality would include messages that are showing support and action to help in the
crises. A good example here would be LVMH who very quickly pivoted to produce hand
sanitizer. “Of course there is a thin line between genuine help and being perceived as trying to
capitalize on a bad situation. So, referring back to the first question, the close collaboration
across teams provides a more stable and reliable way to test the temperature, assess tone and
adjust in a smart and agile way.”

The close collaboration across teams provides a more stable and reliable way to test the temperature, assess tone and adjust in a smart and agile way.

Digital Transformation: Best-In-Class Content Testing…

There are a number of ways a brand can test their content, Lewis argues. “One lifted from the world of TV, of which they should be familiar, is content pre-testing. Assuming your TVC will play out in the same way on a digital device is not advisable. So being able to pre-test that content for a mobile platform and using real time emotional tracking (via a panel and accessing the users web camera) to gage, frame by frame, how users, exposed to such a creative are reacting on an emotional level, is an excellent barometer for understanding how it is likely to perform. At what point during the creative are users happy? When are they surprised? When are they disgusted and how can we use that data to inform how we deliver this TVC as a digital piece fit
for mobile.

Tonality Pre-Testing

Lewis  also advocates for a ‘tonality pre- test: “During COVID via a survey to 300 respondents we are measuring aided brand awareness, reaction to creative (relevance, sensitivity to context) and impact on perception of the brand, ” he notes.

We are also advocating a ‘tonality pre- test during COVID via a survey to 300 respondents where we are measuring aided brand awareness.

Digital Transformation: Evidence based Approach Feeds Back into the Creative Process

Evidence generated from pre-test emotional studies can be a key driver for refashioning digital creatives by using  the positive peaks in emotion to accentuate the creative, Alternatively an evidence based creative process in order to drive actions could involve the use of campaign performance data, live in near-real-time, to identify what’s working, to design tests (AB), to validate a hypothesis and to iterate. Lewis asserts that “for this, you need something akin to a remote war room with your clients to initiate a more or less constant feedback loop. This of course can be a lot of work and time consuming, you will need agile and fast working teams with the ability to understand and redesign creative output, but the payoff is that it could provide the key to a deeper understanding of what resonates with people exposed to your creative on a mobile
device.

  You need something akin to a remote war room with your clients to initiate a more or less constant feedback loop.

Check out:

Marketing Technology 101: Everything You Need to Know

8 Ways AI is transforming Marketing Today

 

 

 

 

 

 

 

 

Teads, The Global Media Platform, is launching an online content series centered around the many ways online creativity in the ad industry is evolving. Through workshops, insights, fireside chats and case studies, Teads and participants will discuss new creative trends and showcase best practices. Through these activities, happening across the globe, Teads also aims to shed light on the challenges and opportunities faced by the ad industry in the current world context.

Current world crises have brought to light certain dynamics that will be key themes in the content series:

  • The need for further agility and cross-division collaboration in the creative process
  • Landing the appropriate tonality in disruptive times & testing content effectively
  • Access to real-time data and insights to constantly inform and iterate on creative executions
  • The effectiveness of evidence-based approaches to creative development

To illustrate some of the ways in which these new dynamics are being addressed, Teads will also conduct virtual Ateliers with brands and industry reporters. These collaborative, co-creation sessions break down media, marketing and creative silos to make impactful ads for mobile environments.

The COVID pandemic has pressure-tested legacy creative processes and accelerated digital transformation within advertising. We believe some of the forced adaptation will outlast the crisis and hope to explore these themes with our partners during the Month of creativity.- Jonathan Lewis, Global Head of Teads Studio

As part of the Month of Creativity, Teads is also launching its first ever Teads Consumer Health Mobile Creative Awards. The awards recognize the efforts CHC brands are making to optimize their brand messages through mobile publisher environments.  The judges will be looking for creative excellence and effective use of digital functionalities in communicating an CHC brand’s essence, positioning and key sales messages to the target audience(s).

Teads, The Global Media Platform, unveils inRead Social, a new product enabling advertisers to extend social media campaigns to Teads’ platform, which has more than 500 reputable publishers in Latin America. inRead Social is designed to be a powerful complement to the brand’s social media activations.

By leveraging inRead Social as an extension to existing social media campaigns, brands can now benefit from Teads’ significant deduplicated reach versus social platforms. This format also makes it possible for professionally-produced web content to get funding that until now had only been used for social media.

InRead Social
Eric Tourtel, SVP of Teads Latin America.

In this regard, Eric Tourtel, SVP of Teads Latin America, noted, “Teads was created to connect brands and publishers with the purpose of developing a sustainable media ecosystem. Today, Teads has partnered with 93% of the 200 leading Comscore publishers in Latin America, this benefits publishers, brand,s and consumers, since it helps fund quality journalism in a world where digitalization has forced the media to face a profound transformation in an industry where monetization has been and continues to be a great challenge.”

It helps fund quality journalism in a world where digitalization has forced the media to face a profound transformation in an industry where monetization has been and continues to be a great challenge

Teads provides 21.2 million incremental unique users beyond Facebook and 91.2 million incremental unique users beyond Instagram in Latin America. In the first 100 days of launch, Teads ran more than 100 video campaigns with this product from leading brands across the globe. On average, Teads in-view time for inRead social campaigns was 7.6 seconds (as verified by MOAT) and delivered approximately 5x higher attention than Facebook or Instagram while driving superior results like reduced Cost per Completed View (up to 25x observed in some instances).

Greater Connexions

The quality of the attention is higher in premium environments than in social networks. One of the reasons Teads outperforms social platforms is because users scroll too fast in social feeds as opposed to premium publisher environments where they are actively engaged with the content being consumed. Due to the strong in-view times compared to social feeds, Teads also guarantees higher video completion rates (VCR).  In one study, for a global sportswear brand, Teads inRead Social format outperformed social VCR benchmarks by 16 percent. Teads inRead social is also cost-efficient, as it can now outperform cost-per-completed view (CPCV) and cost-per-click (CPC) by more than 3x on average.

We often test new formats to reach our audiences.

inRead Social
Elisabetta Corazza, Head of Digital at Danone.

Elisabetta Corazza, Head of Digital at Danone said:  “Innovation is a core value for all of Danone’s products and digital advertising strategies so we often test new formats to reach our audiences.  We leveraged Teads inRead social in campaigns for Actimel and HiPro, and saw great success. The product allowed us to reach new audiences faster and extend our digital media strategy by complementing what we already do on social platforms. It really surprised me how seamless it was to extend and expand the user base with a few clicks while maintaining the quality of our creative. Our results achieved more than 66 percent CTR above benchmarks for Actimel’s campaign and over 137 percent for Hipro’s campaign.”

A New Alternative

“Social giants like Facebook and Instagram make it easy for advertisers to spend the lion’s share of budgets on campaigns within their platform because their vast data sets and global reach are an attractive offering. It’s time for brands to have a new alternative in the marketplace where they can reach net new audiences while achieving better in-view time and greater cost efficiency. We’re incredibly excited to bring inRead Social to Latin America so that advertisers can reap the benefits of reaching highly engaged users in premium and brand safe publisher environments,” added Tourtel.

It’s time for brands to have a new alternative in the marketplace where they can reach net new audiences while achieving better in-view time and greater cost efficiency.

Esteban Renaud
Esteban Renaud, Head of Cadreon for Latin America.

Esteban Renaud, Head of Cadreon for Latin America, added: “Through our programmatic product ‘Social Creative Extension,’ inRead Social has allowed us to extend the reach of social media ads; getting to audiences of higher value, maximizing performance as well as improving in-view time and campaign reach in a brand safe environment”

The format is already available through Managed Service and Teads Ad Manager, the exclusive Teads platform for purchasing inventory, a one-stop-shop for monitoring campaigns.

Teads Latam Bets on Female Leadership, Fisher-Price Latin America and more changing places latAm. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places LatAm here.

(Looking for your next Career move? Check out Portada’s Career Board!)

Global media platform Teads Latam puts four women in leading key positions in the region:

Teads LatamMiami-based Maria Beatriz Blanco is the new  VP Marketing Latam.

 

 

 

 

Teads LatamMexico-based Laura Tabares is the new Head Of Marketing and PR.

 

 

 

 

Teads LatamClementina Briceño is the new Data Business Lead, Teads Latam.

 

 

 

 

 

Teads LatamCecilia García Gutiérrez is the new Sales Director for Peru.

 

 

 

 

Rafael Alvarez has started a new position as Marketing Manager Fisher-Price Latin America at Mattel, Inc.

 

 

 

 

Alessander Firmino is starting a new position as Managing Director – Latam at Integral Ad Science. Previously Firmino, woked as Regional Managing Director, Brazil and Latin America at Criteo.

 

 

 

Maserati strengthens its leadership team with the arrival of Bernard Loire as Chief Commercial Officer and Paolo Tubito as Chief Marketing Officer.

Bernard Loire will be responsible for coordinating Maserati sales worldwide.

 

 

 

Paolo Tubito is assigned responsibility for Chief Marketing Officer role, coordinating all functions in the Regions.  Most recently, he served as Vice President for Nike Asia Pacific and Latin America.

 

 

We talked to Eric Tourtel, SVP of Teads Latam about the story behind the recently-announced strategic partnership with Precision, the programmatic division of Publicis Media.  We also discussed the key buzzwords and trends of the near future, and why Teads is ready to tackle them head-on with a revolutionary new tool. 

Last year, Teads closed a deal with Oracle Moat that allows buyers to select any custom billing point of viewability and transact on any viewability requirement. Portada also announced the new partnership with Precision, the programmatic area of Publicis Media, in Latam. Teads is the fast-growing platform that invented outsream video marketing. Now, they are changing the game again on their way lower into the funnel. To find out more, we caught up with Eric Tourtel, SVP of Teads Latam. Here’s all you need to know about the special nature of this partnership. Plus, learn how the company gets the ball rolling when it comes to data and AI.

 

The Importance of Having Allies: The Teads + Precision Partnership

Teads works with all the agencies. However, the partnership with Publicis’ programmatic area is unusual because it has a more significant qualitative component. “We’re going deeper, sharing more information. We have enormous amounts of first-party data and a very strong insights team,” said Eric Tourtel to introduce Portada to the story. As he explained, Teads started at the top of the funnel with good branding results after the launch of the innovative InRead video ad format. then moved to engagement and consideration, but the company has just recently started to focus more on performance.

Not only do we see who the users are, but we also see what they’re reading.

Now, Teads is able to fully audit the consumer journey. In Latam, the company has grown so much that it now reaches 90% of Mexican internet users, for example (source). “We find them within our network from 15 to 20 times per month. Imagine the gargantuan proportions of information we get,” shared Tourtel. “Not only do we see who the users are, but we also see what they’re reading. More than noting which URLs they’re visiting, we’re paying attention to the content they look for in those websites.” Consequently, sharing such information with Publicis will make for a very strategic partnership. According to Tourtel, most of the other partnerships are about price, volume, and discount.

 

Sharing the Teads Potential

“What makes this partnership special,” remarked Tourtel, “is the openness with which Teads will share its platform which most agencies aren’t aware of.” Thus, he had to organize intensive training in Miami with the directors of Precision offices all over Latin America. “We had to make sure they understood our platform’s potential,” told Eric. “We’ll have at least one training session per quarter in order to hear their feedback and adapt to their needs. This doesn’t happen at any other Demand-Side Platform.”

As Tourtel mentioned during our conversation, Teads might not be a very complex company but it is a very complete provider. It used to focus solely on video, but it has now evolved lower into the funnel to offer performance solutions. “Teads’ platform is different from DSPs in that it’s exclusively designed exclusively for Teads’ transactions,” informed Tourtel. “It’s all connected at a data level, as well as at a reach level. We are full-stack: an ad-server, SSP, exchange, buying interface…” In short, partnering up with Teads sounds like a very good idea.

We’ve grown together, that’s why collaboration flows more easily than with other players.

The other special aspect of the partnership was the story behind it. There’s a bond with Publicis that goes way back. “We have a lot of history together,” shared Eric. “I started Teads Latam six years ago and the first agency that took a leap of faith and talked big numbers with their clients for us was Starcom Miami. We’ve grown together, that’s why collaboration flows more easily than with other players,” added Tourtel.

 

Guaranteeing Viewability is no Longer Impossible

The main problem video marketers face is that nobody wants to watch video ads. They’re invasive, annoying, and get in the way between consumers and content. This is a real problem for Facebook and YouTube, but Teads got rid of the invasion factor. And so innovation played an important part in Teads’ process of coming up with a new format that was entirely different from a pre-roll.

The result was outstream video advertising, and it revolutionized video marketing. More consumers are now voluntarily watching ads. “We invented the InRead format,” said Tourtel. “It started with a video between two paragraphs. It’s not covering any content, so it’s not an intrusion, you can skip it if you don’t want to watch.”

Marc Pritchard, CEO of P&G has recently declared that his company’s ads have an average exposure time of 1.6 seconds on Facebook, compared to 13 seconds on Teads,” pointed out Tourtel. ”That’s because we display ads exclusively in profesional articles. We’re not relying on people who scroll down their feed quickly to see if something grabs their interest.”

 

How Teads Does It

We’re not relying on people who scroll down their feed quickly to see if something grabs their interest.

If you have the right format and you display it in the right place, it has to work. However, if you add to that an artificial intelligence that gathers precise data and continually learns how to classify it, that’s a winning combo. “Five years ago we built a team that created our AI,” told Tourtel. “We gave it one single question. ‘Knowing what we know about this user, what are the chances that this impression will turn into a full view?’.

In fact, technology at this point is a must. “When we started we did all of this manually, but as we grew into the third biggest digital company in Latin America this became impossible, so we created our AI.” Every time there’s a full view, Teads’ AI team looked at their whole file and then looked for similar profiles. Then, the AI gets better after each completion and is able to predict conversions more accurately. 

 

Brand Safety Can Also Be Guaranteed

Teads is proud to say that, apart from offering very high viewability rates, the company has never faced any brand safety-related issues. Teads uses Grapeshot, a well-known software that scans pages to avoid placing ads next to unwanted content that could harm the brand. “But we know Grapeshot isn’t perfect, so we added our own technology on top of that,” told Tourtel. “Our AI helps us read and classify articles. We also avoid breaking news pages because that’s where they show the horrible stuff.” Furthermore, Teads’ ads only appear on reputable publishing media, where journalists submit articles to an editorial manager for approval before they’re released. “It’s not like we’re a social network with 400 hundred people posting every minute,” he added.

Facebook owns social. Google owns search. LinkedIn owns professional relations. We intend to own media and press.

Nonetheless, explained Tourtel, the tricky part is knowing where to stop, as the definition of brand safety is a very subjective matter. “Brand safety means something different to each brand,” he mentioned. “Sometimes a brand will choose not to appear near the word death, let’s say. So you block any instances where the Word death appears, even if it’s something positive that doesn’t harm the brand at all. Imagine a story about an airplane accident with zero deaths, that’s very good news, but you have blocked the word death and thus you have reduced your reach and increased the cost.”

 

What’s Next for Teads?

Where is the company going and how will it use this potential? “Last year, we decided to regroup a bit,” answered Tourtel. “We were diversifying too much, so we went back to our core: media and newspapers. “Facebook owns social. Google owns search. LinkedIn owns professional relations. We intend to own media and press.”

While Teads has relied on acquisitions in the past, it’s now focusing more on building a strong platform that places them closer to the bottom line. “We own all our inventory and all our data,” explained Tourtel. “This gives us enormous freedom and a great ability to adapt because we’re not depending on any other companies with other priorities that could slow us down.”

AI and Reach on Target

The buzzwords going around are AI and data. Analysts and researchers are preparing for how the future of the industry is resting on those two vast words. Therefore, Teads has a new deal in the works with Nielsen that will allow them to take their innovative offering a step further. “Right now, when you sell the segment of 18-42 year-old women, you’re charging for 30-50% of reach on target,” he explained. “Everybody strives for 100%, but that’s like the holy grail. But soon we’ll be able to charge only for those 18 to 42 year-old women Nielsen confirms we’ve impacted on.”

This product will solve most of the problems we’re facing in digital every day.

Just like the InRead format solved viewability issues, Teads’ will boost performance via look-alike modeling, machine learning and massive amounts of first-party data. “We noticed that CTRs of O.01% are normal in the market while our CTRs range from 1% to 3%. We said, ‘We should sell clicks!’ and we came up with this product that will solve most of the problems we’re facing in digital every day.”

 

See a Trend? Own It

The trends are clear: according to Eric Tourtel, clients want transparency, brand safety, and social responsibility. “Brands are pressuring social media to take responsibility for the content they show, to avoid fake news and hate speech,” he pointed out. “We already have these priorities under control. Now, data will help us offer a more precise product. You’ll no longer buy what you don’t need and you won’t lose anything.” This way, the company will offer a full-funnel view of users’ purchase journeys.

 

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