Teads and Proof Advertising Announce Results from First-Ever Facial Recognition Study for San Antonio Convention & Visitors Bureau Campaign
Native Video Campaign Drives Positive Engagement and Over 510K Completed Views
New York, November 17, 2015 – Teads, the global leader of native video advertising and a global monetization platform for publishers, and Proof Advertising, an Austin-based full service ad agency, today announced the results of a native video campaign for the San Antonio Convention and Visitors Bureau. Teads drove over 510K completed views for the campaign and for the first time leveraged Affectiva, the world leader in emotion analytics, to better understand the user experience throughout the duration of the San Antonio videos.
Using three different creative video executions of the campaign called Coaster, Splash, and Dining, Teads and Affectiva were able to determine which provided the most positive consumer experience. Affectiva generates an Affdex Score which reflects the composite emotion engagement of the user by measuring 6 emotions, including smile, expressiveness, dislike, concentration, surprise, and attention, and shows the probability that each emotion is displayed. All three executions created significantly above average levels of positivity with Coaster taking the lead with the strongest Affdex score of 64%, suggesting it had the most potential to emotionally engage the target audience.
“San Antonio is a popular city to visit in Texas welcoming more than 30 million visitors annually. Everyone knows our top sights like the Alamo and the River Walk, so our videos served the purpose of surprising and delighting consumers telling them more of our story and always ending with a twist,” said Casandra Matej, Executive Director, San Antonio Convention & Visitors Bureau. “It’s pretty exciting to actually measure and understand all the human emotions we conjured up with our careful choice of words, images, sound and motion.”
Higher Affdex scores are indicative of audience engagement and reflect increased likelihood that the viewers willingly watch an ad and more of it. Coaster and Splash both drove significantly high levels of expressiveness. They delivered a somewhat different emotional journey though, with Coaster hooking the audience initially while Splash created the most engaging response by the end of the ad. Coaster also did the best job of positively connecting to the San Antonio’s primary target audience of female moms.
“We precisely connected with our primary audience and elegantly served our high impact video creative within articles with the help of Teads. And together we definitely inspired moms to travel to San Antonio,” said Ly Tran, Director of Digital Strategy & Architecture, Proof Advertising. “In evaluating our campaign efforts and engagement measures this past year, Teads outperformed all our video partners even contributing to our social engagement goals, but more impressively in terms of the back end conversions that we track on VisitSanAntonio.com, Teads was #1 in delivering the most travel booking intenders to our website.”
By optimizing to contextually relevant placements, Teads and Proof Advertising were able to garner outstanding video engagements with a 9.26% CTR for the San Antonio campaign. Additionally, over 123K completed views of the videos were delivered as added value and Teads drove over 53,364 shares of the San Antonio video on social media.
“We’re extremely pleased with the results of the San Antonio Conventions and Visitors Bureau campaign and excited to have new insights into how viewers’ interact with our native video ad units,” said Jim Daily, President U.S. and Canada, Teads. “Compelling creative is a crucial factor in attracting the attention of viewers and driving high engagement rates. We look forward to many more successful video campaigns with Proof Advertising.”
Teads, founded in 2011, is the global leader of native video advertising and a global monetization platform for publishers. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.
Teads’ native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.
About Proof Advertising
Proof Advertising is a 118 person, full-service independent advertising agency based in Austin, Texas specializing in creative solutions for innovative brands nationwide.
The agency develops game-changing, award-winning campaigns for a wide range of industry leaders including 3M, SUBWAY® Restaurants, San Antonio Convention & Visitors Bureau, ERA Real Estate, Apothic Wine, Baylor University and U.S. Army as a subcontractor on the Army agency team.
Their work and POV have been featured in top industry and general interest publications, and Proof has been recognized by Ad Age us as National Silver Small Agency of the Year for 2014 after being named Silver Small Agency of the Year, Southwest, in 2012. Additionally, Subway recognized Proof as their Agency of the Year three years in a row.
For more information, please visit: http://www.proof-advertising.com.
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