Teads and Alpro increase willingness to buy by 12 percent with CTV campaign
The Danone brand Alpro, in collaboration with the omnichannel platform Teads, carried out a successful advertising campaign. Using Connected TV (CTV) and interactive InRead formats, the campaign increased purchase intent by 12 percent. The campaign demonstrates that CTV is more than just a branding tool.
Alpro, Danone's plant-based brand, has partnered with Teads, the omnichannel outcomes platform for the open web, to deliver a successful omnichannel advertising campaign. The campaign used Connected TV (CTV) and interactive InRead formats to achieve measurable results along the entire marketing funnel. The result: purchase intent increased by twelve percent and eight percent more people from the target group considered the Alpro brand for their next purchase.
Alpro has been a pioneer of plant-based nutrition for over 40 years. In the face of increasing competition and changing consumer needs, the brand wanted to strengthen its relevance and visibility in the target group. The main objective was clear: to increase brand awareness and perception in order to position Alpro as the first choice in plant-based products.
Integrated omnichannel strategy with AI support
To achieve this goal, Teads implemented an integrated omnichannel strategy that seamlessly combined large-format advertising on Connected TV (CTV) with attention-grabbing, interactive in-read formats across a network of leading online publishers. The strategy was supported by Teads Studio's AI-powered optimization, which adjusted ads and video elements in real time to best engage the target audience and increase their attention.
At the same time, the campaign was continuously optimized for maximum attention in collaboration with Lumen Research. The impact of the campaign was confirmed by a comprehensive brand lift study conducted by the market research company Cint.
CTV significantly outperforms industry benchmarks
The evaluation shows the strong performance: with CTV HomeScreen and InRead placements, Alpro achieved significantly higher attention values than industry benchmarks. While, according to Lumen, standard display formats achieve an average view rate of 34% and attention of 2.5 seconds, the campaign was significantly higher - at 71% and 2.7 seconds.
The brand lift study also showed clear effects throughout the entire funnel. CTV contributed to increased brand awareness, increased consideration - especially among consumers with an affinity for plant-based products and wellness - and led to a ten percent higher purchase intention. The results had the strongest impact on people who had seen both branding and performance formats.
"CTV is more than just a branding tool; it's a catalyst across the entire funnel," says Bastian Sarott, CTV Business Lead at Teads. "In the Alpro omnichannel campaign, CTV played a crucial role in driving awareness, branding and performance together with other formats. The placements on the CTV home screen in particular showed how strongly integrated content can captivate viewers in the navigation environment."
"The collaboration with Teads has shown how we can measurably increase the attention and impact of our campaigns," says Katharina Esposito, Senior Media Strategy Manager DACH at Danone. "The results of the Attention and Brand Lift studies prove that CTV not only achieves reach, but also contributes to stronger brand values and a higher purchase intention."
