Global media platform Teads has launched inRead Social, a new product enabling advertisers to extend social media campaign creatives to Teads’ platform of premium publishers.
Teads’ inRead Social is designed to be a complement to brands’ social media activations. Teads provides 5.5 million incremental unique users beyond Facebook and 19.3 million incremental unique users beyond Instagram, according to figures from Comscore.
The Beta launch for Teads’ inRead Social included over 125 top global brands delivering hundreds of millions of views.
Verification partner MOAT noted an average in-view time of nearly 8 seconds across these campaigns, solidly out-performing industry benchmarks for video in social channels. Beta partners realized significant reductions in Cost Per Completed View – up to 70 percent in some cases – vs. their social media buys.
“InRead Social provides brands with an attractive complement where they can reach net new audiences outside the walled gardens and achieve better in-view time while maintaining cost efficiency.” says Todd Tran, Chief Strategy Officer at Teads. “We’ve made it very simple for brands and agencies to repurpose their creative assets within Teads’ curated garden of premium editorial content.”
Elisabetta Corazza, Head of Digital at Danone said: “Innovation is a core value for all of Danone’s products and digital advertising strategies so we often test new formats to reach our audiences. We leveraged Teads inRead social in campaigns for Actimel and HiPro, and saw great success. The product allowed us to reach new audiences faster and extend our digital media strategy by complementing what we already do on social platforms. It really surprised me how seamless it was to extend and expand the user base with a few clicks while maintaining the quality of our creative. Our results achieved 66 percent CTR lift above benchmarks for Actimel’s campaign and over 137 percent lift for HiPro’s campaign.”
Massimiliano Gaeta, Digital Leader for iProspect/Dentsu said: “As a media agency, one of our goals is to support our brand partners by always finding the most innovative technology to improve campaign results. Danone is one of the brands that pushes the boundaries because they understand the market challenges and always adapt their communications. Knowing that users are constantly moving between social and traditional media environments, we delivered two campaigns for Danone’s Actimel and HiPro products with Teads inRead Social, which provided the perfect complementary strategic approach to increase quality awareness. Teads once again proves to be a forward-looking player, attentive to the needs of users and advertisers.”
