Teads Launches First-to-Market Innovation with TVision and Adelaide to Maximize Media Quality Across the Glass

Teads launches two first-to-market innovations designed to maximize the impact of quality media across the glass in partnership with TVision and Adelaide. Starting in the US, with Luxottica as an early beta partner, these offerings revolutionize how we measure and optimize advertising campaigns across mobile and TV glass.

These partnerships will revolutionize measurement by leveraging the power of in-flight campaign optimization to unlock new omnichannel capabilities and maximize campaign success.

New York, NY – April 29, 2024 – At the forefront of digital innovation, Teads, the global media platform, is set to unveil a pioneering initiative in omnichannel video advertising at the Newfronts Insights track on Wednesday, May 1st. This launch marks a first-to-market opportunity, merging the power of omnichannel video with the precision of attention metrics to redefine campaign success.

Read the exclusive press in Axios and coverage in Adweek, Campaign US, Cynopsis, StreamTV Insider and TVRev.

Teads First-to-Market Opportunity:

Teads is advancing measurement strategies by turning attention-based KPI targets and omnichannel optimization into actionable capabilities. It builds on Teads 2023’s strategic advancements in attention metrics for robust, outcomes-based planning and activation. 

This initiative presents a first-to-market opportunity, encompassing two innovative approaches: CTV with TVision and Omnichannel with Adelaide. These strategies ensure campaigns are crafted to achieve the optimal level of attention necessary to drive desired outcomes, providing a comprehensive solution spanning all channels. Together, these partnerships not only introduce groundbreaking omnichannel capabilities but also empower advertisers to dictate the impact of their campaigns with unprecedented precision.

CTV with TVISION: Transform CTV campaign optimization by enabling real-time adjustments that maximize ad attention directly on the TV screen as the campaign unfolds. This unique capability enables advertisers to enhance viewer engagement while the campaign is live, setting a new industry standard. This cutting-edge approach enhances CTV advertising effectiveness by aligning campaigns with viewer engagement and attention metrics—capabilities not currently available elsewhere.  Luxottica has signed on as the first beta partner for this initiative.

Omnichannel with ADELAIDE: Streamline campaign planning across channels, enhancing brand awareness and driving conversions with precision. Our collaboration with Adelaide strategically utilizes attention metrics as the foundation for planning omnichannel campaigns to maximize outcomes. Targeted at clients who seek to use these metrics to predict and then validate advertising success across channels, our approach ensures that campaigns are calibrated to deliver the right amount of attention for optimal results without compromising scale or efficiency. The initiative will launch first with planning toward an Attention target to maximize upper-funnel brand lift metrics and, later in the year, will extend to lower-funnel conversion metrics and include CTV.

Hassan Babajane, SVP, Commercial, TVision: “Our partnership with Teads is a testament to our shared commitment to innovative, forward-thinking advertising technology. We’re setting new industry standards by transforming CTV advertising through the power of advanced attention metrics.”

Marc Guldimann, CEO, Adelaide: “Our partnership with Teads represents a strategic advancement in helping advertisers develop successful omnichannel media strategies that drive full-funnel impact, starting with upper-funnel brand metrics and expanding to comprehensive lower-funnel and CTV strategies. This initiative, built on the foundation of our Flight Control planning tool, showcases our commitment to enhancing campaign performance through rigorous attention measurement and activation.”

Neala Brown, SVP, Strategy & Operations, Teads: “Over the past year, Teads has made remarkable strides in attention measurement, and as we look to the future, we’re dedicated to pushing the boundaries even further. Our vision is clear: to harness the transformative potential of attention data and translate it into tangible results for our clients, setting a new standard in the industry.”  

Key Benefits:
• Boost viewer engagement and advertising effectiveness in real-time.
• Tailor campaigns to secure the optimal level of attention for desired outcomes.
• Predict and validate advertising success across various channels without compromise on scale and efficiency.

關於 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. 

Adelaide

Adelaide is the industry leader in the rapidly growing field of real-time attention measurement, bringing transparency to media quality through proprietary attention data. Since 2019, Adelaide quality ratings have enabled the world’s top brands to maximize campaign performance and optimize their media spend.

Adelaide brings fairness and transparency to a fragmented media market damaged by easily-gamed metrics. It’s our mission to offer a more precise measure of media quality that incentivizes publishers to create higher-quality placements and advertisers to place greater value in them.

TVision

TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.