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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.

 

This year, Pandora is presenting the ANA Multicultural Marketing & Diversity Conference, which will take place on November 6-8 in San Diego, California. 

 

On behalf of ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), PQ Media has just released a study titled U.S. Multicultural Media Forecast. According to the results of the study, 95% of the media revenues are concentrated in non-Multicultural media when only 63% of the population base is non-Multicultural, which means there is a huge opportunity for growth.

ANA Multicultural Marketing & DiversityFor twenty-one years, ANA has organized a yearly conference focused on multicultural marketing and diversity. On November 6-8, marketers from Denny’s, Facebook, PepsiCo, McDonald’s, Ulta Beauty, Ford, Facebook, Chico’s BBDO New York, and Subway will share their best practices at the 2019 ANA Multicultural Marketing & Diversity Conference, presented by Pandora. They will share their successful strategies of marketing to multicultural segments, they’ll discuss how they measure ROI of multicultural marketing plans and how they come up with inclusion strategies that create authentic and meaningful impact.

Marc Pritchard, Chief Brand Officer at The Procter & Gamble Company, will facilitate a discussion with other industry disruptors who talk about actions that can help you become a force for equality and inclusion throughout the entire creative world. Just a couple of months ago, in June, Marc Pritchard became the trending topic of Cannes Lion when he said “If you’re not doing multicultural marketing, you’re not doing marketing.” At the ANA Masters of Marketing Conference on October 4, Pritchard shared P&G’s plans to disrupt the industry with first-party data.

Register here!

What: Digo Hispanic Media and NGL Collective have announced an exclusive partnership. NGL’s Studio division will create custom content that will be anchored on Digo’s network of publishers and culturally relevant sites.
Why it matters: The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s culturally relevant premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.

Digo Hispanic Media and NGL Collective are companies with a lot in common. Both were born from the need to cater to the needs of U.S. Hispanics. While NGL Collective, co-founded by David Chitel and Ben Leff, focuses on media and entertainment for the “New Generation Latinos”, Digo was born from the need to address the specific subsegment of U.S. Hispanics whose roots are in Puerto Rico, Cuba or the Dominican Republic.

The leaders of these two companies have over half-a-century of experience in the field between them, and now they have officially joined forces. Augusto Romano, founder and CEO of Digo Hispanic Media, and NGL Collective’s co-founder and Chief Operating Officer, Ben Leff, will lead a strategic partnership of their firms. Together, they will leverage Digo’s audience and NGL’s production services in order to reach U.S. Hispanic audiences through the right channels and messages.

NGL’s Studio division will produce custom content, which will then be distributed and amplified via the NGL Media and NGL Social platforms, and anchored on Digo’s culturally relevant sites and social channels.

“We are super excited to have found the perfect match for Digo’s audience engagement and content strategy. With NGL, we will not only be able to continue offering our audience high-quality content, but we will also be able to offer very relevant, familiar and even nostalgic content to our U.S. Hispanic audience. Even though our audience lives in the U.S., they deeply connect to the different publisher sites in our network. There’s a strong need to know what’s going on in their countries of origin, and what’s impacting their friends and family back home. Our audience also loves to share stories of success of other Hispanic men and women just like them with their friends and family here in the U.S.,” said Romano.

The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.

“It’s great to be partnering with Augusto and his team to extend NGL Studios’ best in class production capabilities to their clients looking to engage Digo’s audience with premium content,” said Leff.

“Digo’s unique publisher base, especially amongst Hispanic audiences from the Caribbean, represents a great complement to NGL’s existing massive video distribution platform,” adds Javier Chanfreau, President of NGL Publishing.

“This is perfect for brands that want to connect with a true premium U.S. Hispanic audience in a brand safe environment. Our Hispanic composition is the highest in the market at 93%. Brands will have access to sponsor these content series via our sales team and we will insert them in the storytelling to ensure their brand and products are showcased in a relevant and engaging manner,” said Aisha Burgos, SVP of Sales & Marketing for Digo Hispanic Media.

 

What: H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. We talked to Pablo Rivera, VP of Publisher Development at H Code, about the strategy behind this deal and what’s next for H Code.
Why it matters: This exclusive partnership is one of many signed by H Code in 2019. In order to create authentic connections, H Code reaches out to potential media partners in order to fulfill the needs of the Hispanic market.

The Most Recent Partnership

H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. Once upon a time El Comercio was a daily newspaper. It’s the second oldest Spanish-language newspaper in Latin America. Now, Grupo El Comercio offers H Code the great opportunity to monetize U.S. traffic across its multiple sites:  Depor, Diario Correo, El Bocón, El Comercio, Gestion, Mujer y Pandora, Ojo, Perú, Perú21, Publimetro, and Trome.

“For the past 180 years, El Comercio has been a top source for national and global news for the people of Perú, and now through the group’s 11 digital sites, for those of Peruvian or other Hispanic origin or descent living in the United States. To be able to partner with such a prestigious organization allows H Code to access the most reliable digital properties and connect U.S. Hispanics with top brands through high-quality content,” said Parker Morse, CEO and Founder of H Code, in a press release.

Working exclusively with leading media companies across Latin America allows H Code to utilize large, engaged U.S. Hispanic audiences and maximize campaigns for brand partners. This exclusive partnership is one of many signed by H Code in 2019, including deals with Radio Mitre, AmericaTV, and Artear

We reached out to Pablo Rivera, VP of Publisher Development at H Code, in order to find out more about the strategy behind these partnerships.

A Friend of H Code’s

 

Portada: How is H Code’s year going so far? What results have you seen from the deals you’ve closed already?

P.R.: We just celebrated our fourth year anniversary and our growth has been incredible to say the least. We started originally with 4 members and have now grown to 50+ employees across our offices in Santa Monica, San Francisco, Chicago, New York, and San Salvador. Part of our success has been thanks to our incredible relationships with 375+ publisher properties that resonate with the U.S. Hispanic audience and allow us to reach, target, and influence this powerful consumer market.

 

Portada: What does it take to become an H Code partner? What do you look for in the media companies you sign deals with?

Pablo Rivera

Pablo Rivera: Creating authentic connections between publishers, advertisers, and U.S. Hispanics is imperative to H Code. In order to be able to do so, we reach out to potential media partners we know align with the needs of the U.S. Hispanic market. Our audience of 32 million Hispanic users come to our sites to consume content in their native language because they wish to stay connected with their culture and countries of origin while living in the United States.

When we search for our publishers, we consider the leading digital properties across Latin America, Spain, and the United States that we know Hispanics use most and look into their total reach in the U.S. We also examine the performance of each ad format, encouraging publishers to place their ad spaces in a very visible location on their sites.

 

 

Our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Approaching Peruvian Culture

 

Portada: Why did you decide to sign with El Comercio? Why Peru?

P.R.: Grupo El Comercio is known throughout Latin America. It’s premier site, for which the corporation is named, is the leading newspaper in Perú. We are proud to partner which such a respected publisher. H Code understands the diversity that exists within the U.S. Hispanic population, which is composed of groups from many countries of origin. Hispanics of Peruvian origin or descent are one such group, and it is important to us that we represent and become familiar with the nuances of their audience segment. Along with El Comercio, we have also closed exclusive partnerships with major newspapers from other LATAM countries like Mexico, Argentina, El Salvador, and others. As we continue to grow our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Similarities vs. Differences

 

Portada: What sets Peruvians apart from Peruvian Americans, or from the rest of U.S. Hispanics? 

P.R.: U.S. Hispanics—whether foreign-born or U.S. born—are ambicultural, because they expertly navigate between Hispanic culture and American culture. Peruvian culture is unique to that country and, in this instance, can be defined as a subculture that exists as a part of the larger Hispanic culture. There are many similarities between Peruvians living in Peru and those of Peruvian origin or descent that live in the United States. Both groups, for example, share cultural passion points like food, family, Peruvian traditions, and more.

Relatively speaking, there are also significant differences, which is what we hope to address with our exclusive partnership with Grupo El Comercio. Due to the different brands that operate in Peru and those that operate in the United States, Grupo El Comercio will be able to deliver the right message from the right brands to the intended Hispanic audience via H Code.

 

Next Stop: Why Not the Whole Region?

 

Portada: What are H Code’s plans for the near future? What other markets are you looking to connect more with?

P.R.: In conclusion, we hope to continue to educate brands and publishers on the power behind a diverse audience. Especially the impact and influence of Hispanics in the United States. We continuously strive to maintain and grow our relationships with media partners in every Latin American country. Thus we ensure we reach every segment of U.S. Hispanics.

 

 

What: Teads has announced a collaboration with Oracle Moat which will allow advertisers to measure the total viewable exposure time of ad impressions, and 100% viewability for all VCPM and CPCV.
Why it matters: The new integration coupled with Teads’ unique viewability pricing models (CPCV/vCPM) empowers buyers to select any custom billing point of viewability and transact on any viewability requirement, as verified by Moat.

Global media platform Teads has announced that it now offers advertisers the ability to measure the total viewable exposure time of each ad impression, as well as 100% viewability for all VCPM (viewable CPM) and CPCV (cost per completed view) buys. The integration is in collaboration with Oracle Data Cloud’s Moat services.

By leveraging Teads’ predictive AI technology, advertisers will be able to seamlessly transact on the selected billing event in order to achieve the lowest cost per viewable impression. Teads will report all KPIs at the billing event providing clients with a much clearer understanding of the performance of their campaign at that given duration.

“We are delighted to support this initiative with Teads, as we believe this is a transparent and open way to enable media buyers to purchase only the impressions that count,” says Mark Kopera, Head of Product for Moat at Oracle Data Cloud. “Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement, including backwards compatible versions of VAST, VPAID, OM SDK for Mobile Apps and OM for Web Video.”

Through this advancement, Teads will auction off 100 percent viewable impressions at any viewability requirement set by an advertiser, while the rest of impressions not achieving the selected viewability benchmark will be offered as free media. Teads developed this solution to service a growing industry need for a new currency that can transact on viewability. The industry currently optimizes towards viewability on total impressions (CPM) which is a very manual process and leaves the buyer to rely on a viewability score. Teads is removing this friction by moving away from the viewability score across total impressions and to a more important metric which is the cost per viewable impression.

“ASICS has seen very strong viewability with Teads thus far, and we’re looking forward to using the new vCPM buying model, which should guarantee an even greater level of performance for our campaigns,” says Philip Bryant, Sr. Marketing Manager, ASICS North America.

“Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions,” says Bertrand Quesada, CEO at Teads. “With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”

 

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