ACTUALITÉS MARKETING
Teads dévoile de nouveaux formats dédiés à la performance
À l’occasion de la première édition de son « Partner Day », Teads a dévoilé ce 15 octobre une série de nouveaux formats orientant définitivement la solution publicitaire vers la performance et l’extension des campagnes sociales.
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Parmi ces innovations, Teads Conversions est une solution programmatique à la performance permettant aux marques d’aller au-delà de la simple génération de trafic sur site mais cherche à améliorer leur taux de conversion. Cette nouvelle offre est disponible sur l’interface d’achat programmatique ‘Teads Ad Manager’en version beta limitée.
Par ailleurs, Teads prépare l’après-cookie et présente des solutions de ciblage contextuel basées sur l’analyse sémantique des articles dans lesquels sont diffusés les formats in-read. « Sur des critères sociodémographiques et avec une stratégie contextuelle, Teads est ainsi capable d’assurer des volumes d’impressions sur cible au moins équivalents à ceux d’un ciblage d’audience, validés par les benchmarks DAR », détaille le communiqué de l’entreprise. En matière de mesure de la performance, Teads intègre enfin dans son interface d’achat programmatique sa solution d’étude Brand Pulse, qui permet aux marques de mesurer l’impact de leur campagne sur des indicateurs de branding tels que le souvenir publicitaire ou la notoriété.
Enfin, Teads poursuit sa stratégie de convergence entre les médias avec les solutions inRead Stories et l’inRead Social B2B, qui sont de nouvelles solutions d’extension des campagnes sociales, permettant aux marques de diffuser leurs Stories au sein des articles des médias partenaires de Teads (inRead Stories), et de cibler les professionnels et les décideurs d’entreprises (inRead Social B2B).
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