Tourtel: Comscore y MOAT proporcionan a nuestros clientes transparencia
Teads launched its Teads Creative Lab, an advanced digital content pre-testing tool to help predict the success of ad campaigns. This new service allows advertisers to map and understand how their video ad content will perform in terms of View Through Rate (VTR) and engagement, prior to the launch of their campaign. “The ability to capture a user’s attention through content is an essential factor for increasing view rates and boosting sales. Teads Creative Lab aims to help advertisers predict how their video campaigns will perform before they make the media investment. Higher-quality advertising contributes to increased view rates and purchase intent, and further decreases users’ aversion to online ads, which makes publishers happier, too. It is a true win-win situation for all” says Eric Tourtel, Senior Vice President Latin America at Teads in a press release. The Teads Creative Lab pre-tests the content of the ad in three steps. First, it measures how the ad will perform by running 50 thousand impressions in a day and measuring the real VTR. Then, Teads will provide a complete analysis of consumers’ behavior upon watching the content, including how many watched it to the end and, for those who didn’t, the exact second they stopped watching. These results are then compared to the norms for all of the content run on the Teads platform as well as within specific verticals Another function of the Teads Creative Lab is the use of facing coding analysis in collaboration with Realeyes, experts in this area. The ad is shown to 300 consumers and the Realeyes’ technology captures micro-movements of the face through the user’s webcam using computer vision and machine learning to analyze them, focusing on expressions of happiness, confusion, surprise, disgust and engagement.
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