Bertrand Cocallemen 1
Testing new ways to tell stories is absolutely essential, according to Global Creative Director Bertrand Cocallemen of Teads. He said they have found the way to transform a video from linear to interactive: “We’re working a great deal, but still in beta mode, on augmented reality (AR) formats for users but without the barrier of needing an app.” Teads has created around 20 projects in the AR environment. “We’re proposing a way to have an AR experience but directly on a browser, without having to download an application, and with which users can imagine their experience with a brand” he said. In the conference Innovation Meets Creativity: How to Maximize Media Effectiveness during Advertising Week LatAm in Mexico, Cocallemen highlighted the optimization of content for digital and mobile: “Some 85 percent of content is made for TV, not for mobile devices, so there’s a lot of room for improvement to make content truly effective on a mobile device.” One opportunity that brands have is to validate their campaigns via WhatsApp on mobile. By receiving their layouts and videos on a mobile device, they put themselves in the position of the consumer. “For video advertising it means seeing ads without any sound,” Cocallemen said, “because 80 percent of consumers around the world watch video without sound. If a video is optimized with captions, it makes the message easier to understand and the advertisement will consequently be more effective.”
Eric Tourtel de Teads: Queremos consolidar nuestro crecimiento en perfomance
