Success Story

Client

Agency

Turning Attention Across Screens Into Scalable Lead Growth for Allianz Direct

43%

Incremental reach over linear TV

-11%

CPA vs. standalone lower funnel campaigns

+15 pts

Ad recall vs. control

+9 pts

Attribution vs. control

Industry

Finance

Business Type

Advertisers, Large Business

Outcomes

Awareness, Incremental Reach, Online Conversions

Region

EMEA

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The Challenge

Building on a trusted 8-year strategic partnership with Teads, Allianz Direct, in collaboration with dentsu, launched an ambitious campaign to maximize full-funnel and cross-channel efficiency. The objective was to guide consumers seamlessly through every stage of the journey, deepening consideration by communicating Allianz Direct’s insurance offering, and ultimately driving conversions in the form of leads.

The Solution

The campaign deployed an omnichannel strategy blending CTV and premium web environments. Teads’ CTV HomeScreen placement helped capture quality attention early on in the journey, while inRead reinforced consideration by detailing the brand’s offer. Allianz Direct’s audience were then retargeted via native Feed placements, where the campaign delivered a significant lift compared to standalone lower-funnel campaigns.

This approach was supported by an advanced measurement framework, including Lumen attention metrics to validate cross-screen engagement, a Happydemics brand lift study to assess brand perception and market positioning, and Teads’ omnichannel household graph to calculate incremental reach beyond linear TV.

The Results

Lumen analysis confirmed strong engagement, with attention levels exceeding Teads’ benchmarks across both CTV HomeScreen and inRead placements. This cross-screen synergy effectively translated attention into action, strengthening lower-funnel performance and driving measurable business outcomes.