There is a Japanese art form called Kintsugi. When a piece of pottery breaks, the artist doesn’t throw the shards away or try to hide the cracks. Instead, they rejoin the fragments with molten gold. The result isn’t just a repaired bowl; it’s a new piece of art – often considered more resilient and more valuable than the original.
How does that relate to our current marketplace?
Today, our media landscape lies in shards. We are dealing with fragmented touchpoints, siloed identification, and inconsistent data across channels. For many, these “cracks” in the consumer journey represent a loss of control that leads to duplicated reach and wasted investment.
And when the “pottery” is broken, the brand’s image is fractured. We are fighting for attention in an era where investment has dramatically shifted toward low-attention media – an environment that consistently drives lower effectiveness. This challenge is amplified by the rise of AI-generated content flooding social feeds with low-quality experiences.
As Asahi’s CMO, Malgorzata Lubelska, notes, to be trusted, a brand must be distinctive and recognizable. But how can you be recognizable when your message is split across a thousand disconnected pieces?
At Teads, we don’t try to go back to the “unbroken” days of linear TV. Instead, we practice Media Kintsugi. We use the “gold” of our technology – like our Omnichannel Household Graph and generative AI – to rejoin the fragments and adapt creative assets to every screen. We connect the high-impact awareness of the CTV HomeScreen with the deep engagement of premium editorial content.
We don’t just bridge the gaps; we elevate them into something stronger. And the data proves it. Our omnichannel campaigns deliver, on average, a +13% increase in purchase intent and a +7% lift in ad recall versus single-screen activations. We aren’t just fixing a fragmented journey – we are creating a more impactful and valuable brand experience.
So how do we do this?
Our approach is built on three interconnected pillars:
- First, expanding your reach within high-quality, premium contexts.
- Second, elevating creativity and engagement with innovative ad experiences.
- Third, making omnichannel activation seamless through superior technology.
Let’s start with the foundation: quality reach.
Teads unites the world’s premium media across the open internet. We provide a true alternative to walled gardens, connecting brands with 2.2 billion users across thousands of the world’s most premium, brand-safe publishers and CTV partners. This is a 100% MFA-free environment – a trusted space where your brand can thrive.
How do we measure quality? We use attention as a proxy.
Compared to social platforms, Teads delivers three to four times higher attention per mille (APM), according to Lumen. In the CTV space, we focus on creating engaging experiences that capture attention from the moment a viewer turns on their TV with HomeScreen ads.
That attention is powerful. On the CTV HomeScreen – a placement that captures a viewer’s first look – we measured an average of 6.8 seconds of attentive time per video and an 80% positive evaluation of the ad experience. This translated directly into branding impact, with ad awareness scores reaching up to 50%.
When we combine these formats, the results are even stronger. An omnichannel campaign for Loewe in the U.S. drove a +16% lift in ad recall and +31% lift in product association. This proves that a mixed-format, cross-screen strategy is a winning combination for branding.
We also make it easy to deploy these creative experiences. Leveraging generative AI, we can transform a single static image into a full suite of omnichannel video and display formats – automatically adapted for every screen.
Bridging the gaps by combining unique data sets
Now, let’s talk about the “gold” that holds it all together. We bridge the data gaps created by fragmentation by combining unique data sets. Our Connected Household Graph links devices within the home. Our contextual signals provide insight into the consumer mindset. And our enriched purchase data offers a more complete view of the path to purchase.
Together, these elements allow us to reconcile fragmented interactions into a unified profile throughout the day: the articles read, the shows watched, the ads that captured attention, and the ones that drove action.
This unified view enables seamless orchestration. Brands can use our planning tools to forecast reach and frequency, extend web audiences onto CTV, and measure the full impact of omnichannel campaigns across screens.
We do not aim to replace third-party measurement. Instead, we validate reach and incremental reach wherever possible.
The results demonstrate strong incrementality. In one study measured by AudienceProject, 91% of Teads’ reach was incremental to a parallel campaign running on YouTube. We are not just reaching the same people; we are finding new audiences
Our Household Graph also unlocks advanced strategies once limited to walled gardens. Sophisticated sequencing and retargeting can now extend from mobile and web directly into the living room. Imagine re-engaging your website visitors on the biggest screen in their home.
This capability enables brands to use CTV not only for awareness, but also for performance campaigns – measuring website traffic and tangible business outcomes.
We began by looking at a media landscape in shards – and at how low-attention environments have made it harder than ever for brands to be seen and trusted.
Through the lens of Kintsugi, however, fragmentation becomes an opportunity.
We don’t need to fear fragmentation; we need the right “gold” to bring the pieces back together. At Teads, that gold is our omnichannel platform, powered by our Household Graph. It is the thread that reconciles the consumer journey across every screen – connecting the articles people read to the shows they watch and the products they buy.
As we saw with Loewe, this is not just a theory — it’s a strategy that turns fragmentation into performance.