In the latest installment of Freestar’s “Blood, Sweat & CPMs” podcast, Neala Brown, Senior Vice President of Strategy & Insights at Teads, joined host Kurt Donnell, President & CEO of Freestar, for an insightful discussion. This podcast series is dedicated to offering helpful pointers for navigating the complex world of Ad Tech. Each episode features interviews with industry thought leaders, sharing their perspectives on current topics and the most pressing matters in the field.
Listen to the Podcast:
Neala’s conversation provided an in-depth look at the crucial role of empathy in bridging the divide between ad tech companies and agencies. With her unique experience in both sectors, Neala highlighted the significance of understanding the operational and strategic challenges faced by each side, thereby fostering more effective collaborations and partnerships.
Key Topics Covered:
- Attention Measurement: Neala discussed Teads’ pioneering efforts in attention measurement, including the launch of an attention program that collaborates with various measurement partners. This initiative enables clients to gather valuable data, enrich their learning strategies, and fine-tune their campaigns by linking high-attention media with campaign outcomes.
- Across-the-Funnel Application: The podcast delved into the effectiveness of attention measurement throughout the marketing funnel, particularly its surprising impact on performance marketing. This shift underscores the evolving relationship between media quality and conversion metrics, a critical development in an industry moving away from traditional cookie-based approaches.
- Integrating Media Channels: As Teads ventures further into Connected TV (CTV), Neala discussed the incremental benefits derived from integrating different media channels. She emphasized how combining CTV and online video can guide consumers through the marketing funnel, from initial awareness to deeper consideration and eventual conversion.
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