Success Story

Client

Teads Drives Incremental Reach Alongside the Walled Gardens for E.ON Next

77%

Incremental reach vs. walled garden platforms

17%

of reach delivered exclusively by Teads

2.6x

More efficient vs. competing platform

Industry

Energy

Business Type

Advertisers, Large Business

Outcomes

Awareness, Incremental Reach

Region

EMEA

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The Challenge

E.ON Next sought to promote its Next Smart Saver, a fixed-term tariff with lower off-peak unit rates, among adults 18+. The campaign went beyond awareness, pursuing three technical objectives:

1) Quantify total campaign reach across a diverse media mix
2) Isolate the incremental reach of each channel to identify where unique audiences were being captured
3) Identify the most efficient channels to inform future cross-platform optimization

The Solution

E.ON Next utilized a cross-platform strategy that included Teads as an open internet media partner, leveraging its CTV InStream placement. To quantify campaign impact, Teads partnered with AudienceProject to tag and measure the reach and frequency of Teads alongside two walled garden platforms.

The Results

The analysis confirmed that a multi-platform approach was beneficial to achieving scale:

Total Reach

Reached 14.6M Adults 18+ (27%), with a minimal 2.9% (1.6M) overlap between platforms, proving the media mix was highly complementary.

Incremental Reach

77% of Teads’ reach was incremental to walled garden platforms. Despite Teads having 35% of the investment it delivered 17% of the total campaign reach exclusively, adding 2.5M unique adults.

Efficiency

Teads was 2.6x more efficient than one of the platforms at reaching adults 18+, reaching more people per 1,000 impressions due to more effective frequency distribution.