Teads, a global media platform, has announced the release of its Teads Omnichannel Graph (OG), a proprietary tool designed to extend contextual and audience-targeting capabilities into the connected TV (CTV) environment. This development promises to revolutionize how advertisers plan, activate, and measure cross-screen video campaigns, making them more efficient and contextually aligned.
The Teads OG is built on the company's deep understanding of consumer behavior in both editorial web environments and connected TV. This allows advertisers to drive efficient reach on target audiences, achieve incrementality to linear TV, and create contextually aligned campaigns. The platform's key capabilities include a Global Household & User-level Graph, Incremental Reach Planning & Measurement, and Granular CTV Contextual Signals.
The Global Household & User-level Graph provides precision targeting and optimization across screens. It is based on a sample of over 50 million CTV devices and more than 100 million users in 25 countries. This extensive data pool enables advertisers to reach their desired audiences more effectively.
The Incremental Reach Planning & Measurement feature allows TV buyers to extend their audience reach efficiently across screens. By utilizing Automatic Content Recognition (ACR) data, Teads OG targets unexposed audiences, ensuring that campaigns reach new viewers.
Granular CTV Contextual Signals offer deep contextual targeting capabilities based on enriched show-level information. This advanced contextual taxonomy is symmetrical to the Teads web contextual taxonomy, facilitating seamless omnichannel activation for advertisers.
Teads has a history of building unique capabilities to analyze contextual content consumption on the open internet through direct integrations with premium publishers. By combining this contextual data with device and consumer behavior signals, Teads provides a high-fidelity proxy for audience targeting through AI-based inference. This allows advertisers to activate media and reach audiences with or without user identification, ensuring deep contextual targeting within editorial environments.
“With Teads OG, we’re extending our knowledge of what people read into what content they watch and making that data actionable at scale across screens to drive better results,” said Jeremy Arditi, co-CEO of Teads.
Teads' expansion into omnichannel over two years ago has already delivered superior results for brands. Since the beginning of 2024, Teads has executed over 50 campaigns targeting and measuring incremental reach. In a notable campaign with Yokohama, Teads utilized incremental reach planning and measurement to deliver significant results, including a 27% cost savings, a 5.5-point increase in brand familiarity, and a 7-point lift in perception.
Riley Mackey of Yokohama’s agency, Charts + Darts, praised Teads' innovative solutions, stating, “We wanted to create a stronger audience-centric approach for our campaign by expanding our understanding of individual performance impact. By utilizing Teads' innovative solutions, we unlocked exceptional outcomes that far exceeded our initial expectations.”
