Tag: Teads

Sydney, Australia – Media agency Mediahub has announced its partnership with programmatic technology provider Teads to create a global platform first partnership, designed to offer clients a unique Attention Guaranteed Buying model.

The partnership is targeted at streamlining the supply path, focusing on providing better quality impressions with less wastage, which will also assist their clients to reach their sustainability and ESG objectives.

Mediahub’s Head of Digital, Gerry Bowness, said that attention has been a hot topic in the industry, firmly placing itself into the measurement mix, however, he believed it was time to give clients a competitive advantage and provide better buying and trading methodologies that guarantee business results.

He added, “We’ve done extensive work in the Attention space over the past 2 years, culminating in the creation of custom bidding algorithms to give our clients a competitive edge. These algorithms enabled us to optimise campaigns in [real-time], delivering outstanding results – but buying [and] trading methods haven’t evolved at the same pace so we set about to change that.”

Bowness also explained that the unique Attention Guaranteed Buying model will start to move away from buying media on legacy metrics such as CPMs and CPCVs and will provide their clients with a zero-risk buying model that will guarantee results.

Meanwhile, Paul DaBell, head of sales NSW and QLD at Teads said, “Providing creative solutions has always been part of our DNA so partnering with Mediahub and developing a media buying solution that will genuinely benefit clients and grow their business is exactly what we are about.”

Mediahub’s Executive Director for APAC, Andrew Livingston, concluded, “At Mediahub, driving digital innovation reinforces our challenger positioning and with attention metrics emerging as the new beta currency in the digital space, it’s exciting to be at the forefront of the industry with this pioneering partnership with Teads.”

The partnership is effective April 12 this year immediately benefitting all Mediahub clients including recent pitch wins such as BSH (Bosch, Siemens, Gaggenau, and Neff) and Arla (Lurpak and Castello).

Singapore – Global media platform Teads and interactive finance platform InvestingNote have announced a partnership which will enable Teads to utilise all of InvestingNote’s inventory across all devices.

The partnership allows Teads to tap into InvestingNote’s desktop, mobile and app inventory for brands wanting to target the niche business and finance audiences in a brand safe premium environment.

Both Teads and InvestingNote focus on offering solutions and community-driven platforms with stringent data privacy and easy access to information and inventory, allowing visitors and users to make more informed decisions. Having similar goals and outlooks help grow the strategic partnership between Teads and InvestingNote. 

The delivery of video and display inRead, Teads’ flagship ad format, will strongly support InvestingNote in creating interactivity within its fast-growing community. InvestingNote attracts advertisers of all categories, not limiting audiences to only the financial category.

Shanison Lin, founder at InvestingNote, said, “We are happy to be partnering on a long term with Teads, over the years we have found them as aligned and respectful to user experience and brand safety advertising as we are at InvestingNote.”

Meanwhile, Julian Fernando, VP of publisher solutions at Teads APAC, commented, “It’s an honour to be able to strategically partner with InvestingNote, a market leader focused on the investor community in Singapore. Shanison and team are focused, responsive and an absolute delight to work with. We look forward to their continued support and a fruitful partnership with InvestingNote.”

New York, USA – Global media platform Teads and Havas Media Group have released the results of ‘Project Trinity’, a collaborative research study, which was announced in 2021, that explored the drivers of user engagement in publisher environments, providing metrics and analysis to create a virtuous circle for digital advertising that balances the needs of publishers, advertisers and readers.

The research found that readers pay more attention to advertisements when they are engaged in the content the ad is placed within, with articles generating nearly 600% more attention than subcategory pages and 160% more than homepages. Ads placed in the centre of the screen on mobile received 25% more attention than ads on the side of the screen. 

Moreover, the research has revealed that ‘ad clutter’ weakens attention, with sports sites delivering twice the quantity of ads per screen, but only generating half as much attention per ad when compared to news sites. It also found a 20% balance between ads and content optimised user attention and limits the perception of clutter, suggesting that one larger ad over multiple smaller ones is more effective in garnering reader attention.

Jon Waite, Havas Media Group’s global head of activation, shared that they are committed to delivering meaningful media that connects with audiences in a specific context where a brand’s message can be effectively delivered.

“Project Trinity validates our philosophy that meaningful media experiences start with great user engagement, providing analysis for brands to deploy media investment in content that engages consumers and for publishers to create a sustainable digital ecosystem where the presence of ads enhances the user’s experience,” said Waite.

The study used eye-tracking and behavioural data passively collected from more than 2,000 US and UK panellists by Lumen Research in 2018, measuring engagement with content by a user’s dwell time per screen and scroll speed. Comparing site categories, the analysis found that news, science and sports websites generated the greatest user engagement. The news was the best performing category for time spent watching ads across gender and age groups, validating brands’ ability to both support quality journalism and forge meaningful connections with consumers through their media investment.

Caroline Hugonenc, Teads’ SVP of research and insights, said that Project Trinity should be a clear marker that the quality of attention an ad receives is as much of a driver of advertising outcomes as the raw volume. 

“The user engagement with the content is clearly impacting the attention level on the ad and therefore creating value for our ecosystem. As we start to build out models for buying attention, it’s important that both buy-side and sell-side are aligning on delivering great user experiences that will benefit the full trinity of advertiser, publisher and user,” added Hugonenc.

Singapore – Global media platform Teads has announced a strategic partnership with the Singapore Media Exchange (SMX). Said deal gives Teads access to one of Singapore’s biggest media houses that comprises two of Singapore’s media giants- Mediacorp and Singapore Press Holdings.

As a part of this partnership, SMX brings leading news titles such as Channel News Asia and The Straits Times, as well luxury and lifestyle sites including Her World, ICON and HardwareZone catering to technology fans amongst their 25 sites for Teads to deliver ad formats in video and display inread, Teads flagship ad format, including ‘inRead Smart’ and ‘Smart6’ – a viewable video format for high engagement in brand safe, premium environments.

In addition, this strategic partnership will enable SMX to leverage Teads’ array of monetisation solutions across devices and formats, with a reach to digital consumers across Singapore with quality content and impactful ad solutions for greater audience engagement.

Julian Fernando, VP publisher solutions for Teads in APAC, said, “The advantage of Teads being a preferred partner with a powerhouse media company like SMX who represent leading brands like CNA, SPH, Business Times and premium SPH magazines is it gives us access to audience scale (reach) in brand safe environments. Team SMX are knowledgeable, collaborative and always eager to go beyond the brief, we are proud and excited to grow our partnership with them.”

Meanwhile, Michael Chng, general manager at SMX, commented, “Teads has been a partner of SMX since the very beginning when we started operations in 2018. Through various market challenges we’ve faced over the last 4 years, Teads has remained consistent in their commitment to our partnership. SMX is proud to have a steadfast partner in Teads, and I’m confident our collaboration will strengthen further in the years ahead.”