Fanta, EssenceMediacom and Teads launched first omnichannel campaign

Fanta and EssenceMediacom announce the first omnichannel campaign launched with Teads, the global media platform that connects advertisers with leading publishers. This innovative campaign, which ran throughout May, amplified the exposure of the Fanta brand by including premium formats delivered on the homescreens of LG and Hisense Smart TVs (plus others using VIDAA OS), along with a digital component with customized Teads InRead formats.

Teads’ partnerships with LG Ad Solutions and VIDAA not only open doors to new audiences on Connected TVs by expanding access to Teads’ premium inventory, but also give brands the ability to use precise targeting to deliver the message to their target audience and have impactful campaigns across multiple screens.

Combined with custom ad formats that further amplify the brands’ story, Teads offers the chance to captivate your audience on the biggest screen in your home, maximizing engagement and achieving measurable results in an ever-evolving digital advertising landscape.

A single wide ad format is enough to amplify a brand’s presence on TVs operated by VIDAA – over 250 brands of Smart TVs, including Hisense and other brands such as Toshiba, AKAI, Schneider, Loewe, BGH, Vortex, Element, NEI etc.

In addition to using the Connected TV component to reach users who watch very little or even no classic television (Linear TV), the InRead formats delivered on mobile, desktop & tablets helped the campaign to reach the attention of targeted users regardless of the device used.

A 2023 Mediascience study shows that when we add a CTV exposure component to a campaign, we generate a better impact:

Increased attention: Exposure on CTV has a 129% higher attention rate compared to mobile devices.
Ad recall: When CTV exposure is combined with mobile devices, the ad recall rate increases by 67%.
Purchase intent: Optimizing ads for CTV exposure leads to a 16% increase in purchase intent.

“We set out to amplify the presence of the Fanta brand in an innovative way, through premium, well-targeted ads, focusing our marketing mix on InRead and connected TV (CTV) formats for a richer experience offered to the public. We are excited to be one of the first companies to test these new CTV channels and to reach our audience on various devices, in ultra-premium, brand-safe environments.”, says Amalia Necula, Senior Digital Account Manager at EssenceMediacom.

“Our strategy is to connect all premium omnichannel formats, allowing our partners to buy media globally, from a single central platform, whether we are talking about premium Native Ads formats on Smart TVs (through the partnerships we have globally with companies such as LG, VIDAA, Samsung, Philips, Sony, Xiaomi, etc.) or CTV Standard video ads delivered in pre-installed apps on TVs (TCL Channel, Rakuten, Plex, etc.), but also on other devices (OTT video) – all of these complement Teads’ proprietary inRead formats, which are used by the biggest brands in the world”, added Doina Radicof, Sales Director Teads Romania.