Teads launches brand performance solution for the mid-funnel
Traditionally, marketers have relied on different targeting strategies, ad formats, and key performance indicators (KPIs) for branding and performance campaigns to achieve an optimal return on investment. The global media platform Teads has now combined both into a single solution.
While branding campaigns, which usually include video or display ads, focus on KPIs such as viewability, completion rate, views and attention, performance campaigns with a clear call to action concentrate on the click-through rate (CTR) and cost-per-click (CPC). With the introduction of a brand performance solution in July of this year, Teads has built a bridge between these two worlds. According to Teads, the solution allows flexibility in format and advertising designs as well as targeting according to the approach of branding campaigns, while the optimization of playout is performance-driven. In this combination, the new brand performance campaigns deliver higher quality clicks and a significantly higher CTR without neglecting branding KPIs.
The success of DQ Solutions with the Teads brand performance solution
The success is clearly demonstrated by the results of a KPI measurement within the DQ Solutions campaigns: before the implementation of Brandformance, the CTR for DQ Solutions was 0.23% and the CPC was CHF 3.27. After optimization, the CTR increased by 95 percent to 0.45 percent - above the industry benchmark of 0.4 percent - while the CPC decreased by 90 percent to CHF 0.31. These improvements were achieved while DQ Solutions was able to reuse the same existing ad designs.
