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Eric Tourtel of Teads: We Want To Consolidate Our Growth In Performance
Liz Unamo| 4 de febrero de 2019
Eric Tourtel Teads 3
This year Teads, The Global Media Platform, will concentrate on growing the different products it has on the market – display, performance, branding and interface for publishers. Eric Tourtel, Senior VP at Teads Latin America, revealed in an EN VIVO interview for PRODU that last year the company managed to renew 100% of its exclusive contracts with its publishers. “We’re going to focus on growing display and performance, a part of the business where we want to make history. We want to continue growing in branding, and now in performance,” he said. One of the key points in the success of initiatives developed by Teads is pretesting: “We test the material before launching the campaigns and measure people´s emotional reaction. Then we can decide if the video works or not. After evaluating this, we make our creative recommendation.” Teads has done things that are very simple but change absolutely everything, the executive said. “Some 80% of the videos that run on mobile are made for TV. What we do is adapt these videos to the small screen through Teads Studio, which is our creative arm. We put an idea with a brand and increase brand recognition by 150%. Among our innovations are formats that use scroll to activate the ad…plus something else that is very important, the use of artificial intelligence.”
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