Teads, the global media platform, announced a new chapter in its evolution, with the addition of Connected Television (CTV) to its media portfolio. With an omnichannel approach, the company intends to expand the reach of advertisers seeking to reach millions of Mexicans who consume content on digital channels, on television screens, smartphones and connected television in the country.
After having successfully carried out in beta version for seven months, numerous campaigns of various brands of all categories, Teads Mexico decided to incorporate connected television (CTV) to its product portfolio, as part of its mission to offer consumers advertisers quality at scale and optimal ad experiences for brands and consumers.
Last year, during the beta stage, Mexico was the first country in Teads Latin America to launch an omnichannel campaign, including CTV, for Heineken, obtaining excellent results for the brand. Karla Gonzalez, Media, Data Driven Marketing & Digital Transformation Director for Americas at Heineken commented: “Teads helped us reach consumers through Connected TV, which has made us more assertive in the way we segment and use data. We are happy with the results achieved and believe that Teads has gone a step further in the use of digital formats”.
Currently, the CTV solution is in the midst of a global expansion phase, with the aim of expanding its omnichannel offer and optimizing multi-screen capabilities, to offer optimal results to brands around the world. According to a global statement issued by the company, Teads notes that the company experienced great success last year in the United States, which prompted its expansion into markets in Canada, Mexico and Brazil. In addition, starting in May, the platform will be available in European countries such as the United Kingdom, Germany, France, Spain and Italy. The company also announced that in the second half of the year it will expand to other Latin American countries, such as Argentina, Chile, Peru and Colombia, to provide access to their digital audiences through its omnichannel offer.
By adding TV inventory in Mexico and these regions, brands can now shop on TV, mobile and desktop through the Teads platform, taking advantage of access to millions of unique advertising opportunities per month. Combining high-quality inventory and creative optimizations, the CTV offering has been proven to drive significant incremental reach and drive positive business results, from awareness to conversion to purchase intent.
What makes Teads’ new CTV offering unique is that brands will have access to creative optimization, driving consumer action through interactivity, as well as measuring brand results across platforms through of Brand Lift studies. This offering is a reflection of Teads’ current solutions, providing premium content for brand advertising, and ensuring immersive and relevant advertising experiences for consumers.
“We are extremely pleased to announce the expansion of our solutions portfolio with the launch of CTV. In a world where the digital marketing industry is constantly changing, at Teads we evolve towards omnichannel, guaranteeing our clients a greater reach in premium media through the perfect combination of technology and creativity.”, said Mayra Contreras, General Director Teads Mexico.
The Teads México spokeswoman said that with this step towards omnichannel, in addition to offering InRead video and display formats, plus the addition of CTV, the company will provide advertisers and their agencies with the ability to purchase a wide range of media from High attention and quality to obtain better results in your campaigns.
In Mexico, according to a study conducted by comscore, in collaboration with IAB for several countries in the region, there are 35 million Mexicans who are already CTV viewers. Of this total, 39% consume content on Smart TV, while 12% on other digital channels. In addition, seven percent use video game consoles to watch television, movies or series.
The analysis indicates that the most popular categories for the Mexican public are movies (88%), series (83%), music (58%) and sports (55%). One in four viewers states that they frequently learned and searched for information about something they saw advertised in CTV advertising. 39% learned about a new product, while 37% researched something they saw advertised online.
“The geographic expansion of our CTV offering is driven by the success we have seen in the United States and the rapid adoption of streaming around the world. The video solution is part of our DNA and we are excited to offer our clients the ability to reach audiences on every screen.”said Jeremy Arditi, Co-CEO of Teads.