Jeremy Arditi de Teads
On the occasion of the celebration of its first 10 years in Latin America, Teads held in the city of Miami the meeting of Teads Vision for clients and allies. Notable among the subjects included in the program was the launch of the new offer of CTV (Connected TV) for the region, presented by Karen Moreno, managing director of ROLA, Teads; next came Luis Resola, VP of Teads Publishing LatAm, sharing a study about consumers’ trust in the media; and Izael Castillo, Insights manager of Teads LatAm, who noted the importance of the Ecology of Attention, as a new metric. On hand to wrap up the session as panelists were Gabriela Trench, VP Client Services of Dentsu LatAm, and Laura Zubeldia, regional integrated marketing manager of Microsoft, who analyzed a study in a meeting moderated by Ariel Sande, VP of Client Partnership LatAm at Teads.“Meetings like this are very important for us at Teads, since we create a community with our clients and partners, and we also create learning spaces for everyone in an industry that is constantly changing,” Jeremy Ardity, co-CEO de Teads, told PRODU.Following the successful launch of the CTV launch on the markets of Mexico and Brazil, Teads formally announced the service for the entire Latin American region. “This total region represents some 10 percent of Teads’ business, which means it’s a very important region for us. Not just in terms of numbers, but also in terms of innovation, since it’s a region where we see clients ready to innovate, and when we bring proposals like that of CTV, clients are seen to be highly motivated to start using them,” Ardity said.The Teads CTV proposal stands on four pillars: Premium Inventory, Optimization of Creatives, Targeting Based on Data and the Relevant Measurements. With their use, Teads guarantees advertisers and incremental reach with the investment of linear products, a reach of scalable TV audiences for local brands. a unique point of access to an inventory of quality and brand safety, scalable creative improvements created for TV and management of frequency on all channels.“The past 10 years have been highly focused on mobile screens and the computer, and now with this offer of CTV we add the larger screen, offering advertisers the ability to connect users with messages more adapted to the context where they are at the moment,” the executive said..According to Karen Moreno, managing director of Teads’ ROLA, considerable confusion exists in the digital industry about purchasing CTV. “Whe we speak of CTV we refer to any TV content transmitted on TV-connected devices, and in many cases it is believed that the purchase is being made on CTV when it is really being made on OTT (TV content transmitted on devices),” she said. According to statistics shared during Teads Vision, LatAm is the market with the second-largest penetration of digital video in the world, and CTV comes to close the gap between traditional TV and the advertising for online video.“Thanks to the CTV technology, he have the chance to distribute advertising within these spaces in an efficient, attractive way, since it allows us to create a television experience for the user, but with digital capabilities for the advertiser,” Moreno said.
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