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Bertrand Quesada of Teads: Brands will start shifting more dollars from TV to digital
28 de septiembre de 2015
For Bertrand Quesada, CEO at Teads, the rationale of advertising agencies planning should be in technology, to optimize it. “Because youre doing media planning to make sure to reach the people where they are, and you cannot do that without technology” he said. Quesada talked to PRODU about Teads business, and he said that if the idea is to reach consumers everywhere, “its not about mobile or desktop, is about where media consumption is happening, and the media consumption is happening behind different screens and you need to be in every screen.” Early this month, Teads announced that revenue from the companys private exchange offering and open exchange have grown by 300% Year-over-Year based on January to August numbers. “There is more and more appetite for programmatic and now all our inventories are also available for programmatic, we see programmatic as being one of our biggest drive engine moving forward” Quesada said referring to his companys growth. “Were reaching the point where before brands were unsure that they could reach their consumers at scales with digital, now were reaching a point where the digital audience is in various segments and is bigger than TV.” “As the web is becoming wealthier, I think brands will start shifting more dollars from TV to digital” he concluded.
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