Cannes 2023: Teads’ Top Takeaways for the Future of Advertising

This year at Cannes, the advertising industry witnessed an exciting convergence of transformative trends, with a few key themes – best summarized by Teads as “The Five A’s” that have left a lasting impact on marketers. Read on for Teads’ exploration around each of these themes and its relevance to Teads’ unique offering:

AI:

What is the industry saying?
The industry is really starting to see how AI can enhance the marketing process across the value chain from creative and content, to targeting and optimisation. Opportunities for efficiencies that haven’t existed before were discussed, including automating tasks such as research, content creation and ideation via tools like ChatGPT. However, there was a lot of debate around how it should work in harmony with humans to help us access creative solutions faster. Advertising creative needs flair, which AI cannot easily replicate, but the speed with which it can measure,analyze, and test creative in real time will enhance returns for advertisers.

Why is it relevant to Teads?
Teads has already integrated AI into its platform – embedded in what Teads has done for years – to help accelerate innovation and optimize across media, data and creative, which will deliver better outcomes for partners and clients.

Stats:
Teads’ unique offering utilizes its ability to track what users read across 90% of the world’s leading publishers, resulting in a granular catalog of 500+ contextual segments that are available at scale across its publishing platform.

Attention:

What is the industry saying?
The appetite for attention hasn’t waned, and the industry is keen to see the metrics integrated across all channels including CTV.  It’s still a new concept for people and part of the issue is that there isn’t uniformity of measurement across the industry yet and effectiveness is still a consideration. Creative was discussed as one of the most influential factors on attention and effectiveness, particularly when infused with data and measurement to drive omnichannel outcomes.

Why is it relevant to Teads?
Teads has been investing in attention as the next paradigm for digital marketing for years and for the last year has been running the Teads Attention Program. By leveraging Teads’ global scale within quality publishers and connected TV providers, and integrations with industry-leading attention measurement partners, this pioneering program is accelerating the understanding of attention for media buyers and media owners, allowing them to plan, buy, optimize and report on attention and ultimately drive a better return on media investment for brands. This month, Teads announced the integration of attention measurement into Teads Ad Manager, making Teads the first platform to embed Lumen’s attention measurement natively and gives clients the ability to measure attention similarly to how they measure viewability. Partners can now access campaign attention metrics at any time.

Stats:
Attention is proven to be 3x more effective at predicting outcomes than viewability with the key drivers identified as Creative, Quality of Media, Relevancy and Ad Experience.

Addressability:

What is the industry saying?
The confirmation of Google’s timeline for 2024 brought addressability to the forefront as a prominent topic, igniting a sense of urgency among both buyers and sellers as they continue to explore and embrace alternative approaches to make media more addressable. The role of AI in finding a balance between targeting and privacy in the face of the loss of customer signals was also heavily discussed.

Why is it relevant to Teads?
Teads has built a quality cookieless experience for brands while continuing to grow scalable audiences. As the first cookieless platform on the open web, Teads Ad Manager makes planning, activation, and gaining insights in a cookieless era a seamless experience. With Teads’ Predictive Audiences and Advanced Contextual targeting capabilities, cookieless targeting solutions are now possible at scale. Exclusive to Teads Ad Manager, The Teads Cookieless Translator is a tool that allows advertisers to translate existing cookie-based audiences into the most relevant cookieless signals in a few simple steps. Teads remains committed to its journey towards being cookieless by default and effectively reaching relevant audiences by further exploring reach and frequency, including reach curves, and closely examining Media Barometer trends related to cultural moments.

Stats:
Across verticals, Teads’ evolution to cookieless by default has been a positive experience for brands and advertisers. What Teads has seen during this process:

• 70% of all data driven campaigns at Teads are now using cookieless technology.
• 90% of the Teads standard audience taxonomy are cookieless ready
• 65% of all custom audiences built and used at Teads are using cookieless signals

Advanced TV:

What the industry is saying?
Advertisers are increasingly incorporating Connected TV (CTV) into their omnichannel strategies as the escalating cost of living accelerates the demand for free or more affordable  TV, and prompts streaming services to adopt an ad-driven model or ad-supported tier. As CTV continues to evolve, the industry is striving for a holistic understanding of customer behavior across various channels. With the growing availability of inventory, there is a need for greater consolidation among media partners, along with standardization and simplification of measurement and metrics. This means that brands must exhibit more creativity in their approach to this space, ensuring they stand out amidst the expanding CTV landscape.

Why is it relevant to Teads?
Teads has a global CTV offering, which already provides over 20 billion unique advertising opportunities. Teads’ OEM partners, who are some of the biggest TV manufacturers such as LG, are now making some of their inventory available on the Teads platform. Teads’ evolution as an omnichannel platform combines quality media inventory with effective creative optimization across screens, and by leveraging the cutting-edge capabilities of Teads Studio, Teads can optimize the creative elements of campaigns to enhance their effectiveness and drive superior results.

Teads works closely with industry-recognized partners, such as Kantar, Comscore and TVision to conduct comprehensive and reliable measurement. This provides clients with robust insights and performance metrics, enabling them to assess the effectiveness of their campaigns and make informed strategic decisions. Teads is primed for in-stream, with valuable capabilities such as audience/context targeting, brand safety, measurement & optimization, and planning and reporting. Looking ahead, Teads Ad Manager will be an integral part of Teads’ accelerated omnichannel expansion and will soon feature premium in-stream and bundled (CTV + OTT) activations and omnichannel creative optimization.

Stats:
TV and web advertising combined typically drive 25%-30% higher ROI than web activated in isolation.

Accountability:

What is the industry saying?
There is obviously more pressure on everyone in the ecosystem to do more with less, to demonstrate the effectiveness of media spend, and to drive towards outcomes. Advertisers are very focused on performance and driving leads and sales but there is increasing pressure to do this in the most sustainable way. Focusing on attention metrics and not just viewability helps to minimize waste.

Why is it relevant to Teads?
Teads’ sustainability approach centers around four essential pillars that aim to optimize campaigns while maintaining overall effectiveness. These pillars encompass reducing the size of creative assets and minimizing data usage as well as leveraging our partnerships with Scope 3 and IMPACT+ to measure the carbon footprint of campaigns. This measurement framework allows for an NGO give-back program to be implemented in participating campaigns, further promoting environmental sustainability.

In April this year, Teads revealed the key carbon benefits of its direct inventory following an initial assessment by Scope3 analyzing over 500 domains with direct integration. By using Scope3 measurement globally, Teads will bring sustainable advertising practices to the forefront of the industry and continue its focus on reducing the environmental impact of digital advertising and promoting transparency in ad delivery.

Brands measuring their full media plan will have access to a greater level of transparency so they can easily determine the most direct link to supply and optimize efficiency in terms of carbon emissions compared to other platforms.

Stats:
According to the latest research from Jounce Media, Teads’ proprietary buying platform – Teads Ad Manager – is the most efficient and most transparently responsible DSP (Demand-Side Platform) when compared with competitors. Teads is uniquely positioned in SPO among web video supply chains ranking #1 with 80% directness to DSPs and 100% transparency of its bidstream. In Jounce’s findings, Teads was the most direct SSP surpassing the #2-ranking SSP in directness by 18%. Additionally, Jounce found Teads to have 26% less instances compared to the #2-ranking SSP in one-hop resale.