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.
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).
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.
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, 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.