Teads And Axe Result Winners In The PRODU Awards

The Axe campaign Encuentra Tu Magia, developed by Teads/ Initiative / Cadreon, was the winner in the Advertising category: Best Use of Programmatic, in the first edition of the PRODU Awards.Axe was the first brand to launch a campaign using native vertical video in mobile via programmatic in Latin America, making the use of mobile media in this campaign very sophisticated and innovative.This initiative generated a historical twist, celebrating the individuality of men beyond masculinity stereotypes. To increase brand awareness, Axe launched a vertical video campaign, commercializing via programmatic with a 30-second spot. The target audience were 15-30 year old men. The video campaign was executed in Mexico, one of the main video markets in Latin America, between May and July 2016.Axe’s digital strategy included the execution of video ads on desktops and social network platforms, using instream and outstream formats. However, for a more successful digital distribution and to strengthen the scope and viewability through its mobile strategy, Axe partnered with Teads to use its innovative outstream InRead Vertical format and advanced SSP programmatic, to execute its video ads in a native way through mobile devices.