This post was created in partnership with Teads
Key takeaways
- Using data to connect audiences across channels creates more integrated, effective brand messaging.
- Continually testing new channels is critical to ensuring audiences fully understand a brand’s story and products.
- Transforming awareness into outcomes requires balancing brand consistency with addressing the needs of specific audiences and platforms.
Audience journeys have become fragmented and unpredictable, making it harder for marketers to reach, attribute, and measure consumers across channels.
During an ADWEEK House Cannes Lions group chat co-hosted with Teads, marketing leaders shared how they are moving beyond siloed strategies to build connected systems that drive real outcomes.
Fragmentation across channels
The conversation began with a discussion about the challenges of reaching consumers despite fragmentation across multiple touchpoints.
Dani Cushion, CMO at Teads, said as an advertising platform, her company helps brands and agencies reach consumers across CTV, mobile, and web.
“That connection is important because as there are more screens, you think it’d be easier to reach people, but it’s so much harder to break through,” Cushion explained. “So, a lot of what we do is use the data that we have to make sure that we’re trying to get connective tissue on how to reach people in the right way, so it doesn’t feel so segmented.” She gave the example of running CTV home screen ads to activate on data, capture attention, and drive on- and off-screen outcomes.
Jem Ripley, CEO at Publicis Digital Experience, said that CTV creates a full-circle connection because it has “the ability to actually connect commerce directly to that experience right there at the screen, and the integration of that to whatever content you may be watching or you’re about to see or watch.”
