The operator Entel Chile launched its first segmented advertising campaign without cookies, in collaboration with Teads, the media platform that works with the main advertisers in the digital world, in order to guarantee the protection of its users’ information and the sustainability of data.
In recent times, there were several operators around the world that began to be interested in advanced advertising and to develop technologies to segment audiences. On December 14, Dataxis will hold the first edition of the Nextv Ad USA event, which will bring together executives from companies such as Disney Advertising Sales, Roku, ViacomCBS, Comcast Advertising and WarnerMedia Ad Sales, among others, to talk about Addressable Advertising and other topics.
Through a Cookieless Translator, the new Teads tool that allows identifying and transforming audiences segmented with cookies to groups of viewers with certain interests, the company promoted a package that offered Wifi FTTH + EntelTV + HBO Pack and as a result obtained almost a million impressions, with 0.33% CTR and 73.9% viewability, beating the industry average of 66%. In addition, it reduced the cost of conversion per lead with savings of 46%.
“Once the test of the Hogar TV campaign was finished, we came to understand that with the Cookieless Translator from Teads and by crossing through a purchase on the programmatic platform, we can reach an audience just as interested in our brand, improving including the results and KPIs versus traditional campaigns, in addition to establishing optimal parameters for evaluation”, Javiera Pizarro Contreras, Senior Digital Media Analyst at Entel Chile, explained.