In this edition of Talks with Teads, Natalie Bastian, sits down with Geert Hoogeveen, MD Netherlands, Teads, to discuss the evolving landscape of Connected TV (CTV), the power of AI in advertising, and the impact of media interconnectivity. As part of a broader 2025 industry outlook, this conversation highlights how Teads is navigating a competitive and digital-savvy market while expanding its CTV footprint through strategic partnerships like the newly announced deal with VIDAA in the Netherlands.
Key Insights:
The Year of CTV: Expanding Reach Beyond Digital
Geert shared how 2025 will be a defining year for CTV. Unlike the slow, decade-long rise of mobile, CTV is now hitting its stride, allowing advertisers to reclaim lost audiences who have moved away from desktop and mobile. The new Vidaa partnership provides exclusive access to premium CTV inventory, enabling advertisers to reach consumers directly on the most dominant screen in the household—the television.
CTV Native: Transforming the Home Screen Experience
Beyond traditional CTV video ads, Teads is pioneering CTV Native, an innovative approach that leverages the first impression a viewer sees when they turn on their TV. As consumers increasingly move away from linear TV, this home-screen integration provides a seamless, high-impact advertising opportunity that aligns with modern viewing behaviors.
AI, Automation, and Creative Optimization
AI is revolutionizing media planning and ad placement, enhancing both efficiency and effectiveness. Geert emphasized that AI isn’t about replacing people—it’s about improving outcomes. With AI-driven automation, advertisers can ensure that the right creative reaches the right audience within nanoseconds. This optimization not only improves brand impact but also drives productivity and creative storytelling across screens.
The Competitive Edge in a Digital-First Market
The Netherlands is a highly competitive, digitally advanced market. By integrating CTV into an omnichannel strategy, Teads is staying ahead, offering brands and agencies a comprehensive solution that unifies inventory management across screens. With AI-driven insights and creative excellence, Teads ensures a superior ad experience for consumers and advertisers alike.
The Future of CTV and AI-Powered Advertising
As Teads continues to expand its CTV presence globally, the fusion of AI, automation, and premium inventory access will be critical in shaping the future of digital advertising. With the right guardrails in place, these innovations promise to elevate brand integrity, enhance productivity, and create meaningful consumer connections.
For more insights into the intersection of advertising, technology, and innovation, explore our Talks With Teads series.