The formats and the communication approach of Teads reward Umbria region. Indeed, the campaign has had positive results Umbria at home, planned by The Gate Communication on the premium inventory of the Teads partner publishers, and distributed between April and May with the aim of generating awareness and real and quality traffic to the advertiser’s site.
“With the L’Umbria a Casa Tua campaign, the Umbria Region has disrupted traditional communication mechanisms by subverting the mechanical engagement mechanisms typical of the Travel sector to maintain dialogue with its users even at a time when travel was not possible – he explains Teads in a note -. A winning strategy that has increased awareness, bringing consumers closer to Umbrian culture while remaining safe, with an original storytelling oriented towards the discovery of local tradition and culinary excellence “.
The Video and Display campaign (inRead Video, inRead Carousel & Flow), linked to the acquisition of qualified traffic, has generated + 277.5% incremental clicks than initially planned. Thanks to the advanced purchase models with unique CPC performance of Teads True Visits and through a simple integration of a pixel, 100% GDPR compliant, on the landing page, Umbria Region has achieved a 70% reduction on average on the purchase cost generating 100% real and effective landings on the landing page.
The inRead Social Video format completes the planning by reaching a Completion Rate up to 50% higher than the benchmark format. By simply readjusting the same creative assets of social media in premium editorial environments, the format has reached an incremental reach of quality and brand safe compared to positioning on social feeds, obtaining a 43% savings on investments for individual KPIs.
Thanks to Teads Studiofinally, which has adapted and optimized for a digital delivery the messages designed for television viewing, the formats have been enriched with interactive creative features that leverage tactile interaction mechanisms to build a one-to-one conversation with the user and strengthen brand memorability.
“The integrated work of the Artificial Intelligence algorithms able to optimize the delivery to unique clicks and incremental visitors, the targeting tools (Teads Audiences) and the technological-creative department Teads Studio which worked on the readaptation of the video creatives originally designed for a use of television and other formats, has guaranteed the Umbria Region and The Gate Communication a more effective performance on the objectives of awareness and traffic and the achievement of a concrete ROI “, says the note.
Lucio Mormile, Head of Performance Advertising, Southern EMEA said: «Our Artificial Intelligence algorithm is able to optimize towards unique clicks and new incremental visitors, excluding all clicks that do not reach the actual page loading and users already landed previously from all other traffic sources. With innovative results-oriented purchasing models such as Teads True Visits we are able to provide brands with quality conversion or traffic acquisition solutions, surpassing the market benchmarks. We have guaranteed the Region of Umbria the single charge of users from different and non-deduplicated traffic sources to provide them with a more qualitative, unique KPI on the market ».