[Embassy of Dutch Creativity] Partner, Geert Hoogeveen, Managing Director, Teads, Netherlands

Partner introduction: Teads

This year's Embassy of Dutch Creativity can be found on the Boulevard, a few minutes' walk from Palais des Festivals. On Thursday afternoon, Teads organizes a lunch at le Croisette for (inter)national relations. To get to know him, we asked Geert Hoogeveen, managing director of Teads in the Netherlands, some questions.

Geert Hoogeveen has been Managing Director of the Dutch branch of international media platform Teads since May 1, 2023. Geert previously led GroupM (Xaxis) in the Netherlands for seven years. At Teads, he is responsible for the growth of the Dutch branch.

Geert, for those not yet familiar with Teads: can you explain a bit more about Teads?

Teads is a provider of outstream advertising solutions for publishers, media agencies and advertisers alike. To put it simply, we have the technology whereby both advertisers and media agencies can procure their campaigns through our self-service platform - Teads Ad Manager. We also have proprietary technology that allows publishers to offer and monetize their own outstream ad positions.

So, Teads makes it easier to buy and sell media coverage?

Yes, exactly. As we often say 'make it easier, make it better'. After all, the ecosystem of media buying and selling is quite complex. We at Teads have solutions to make it easier and better for publishers, media agencies and advertisers.

You are going to the Cannes Lions Festival next week. How important is creativity for you?

Creativity - alongside media quality, ad experience and reach relevance - is the pillar by which we can really make a difference within outstream ads. We therefore have our creative team available, Teads Studio. At Teads Studio we can optimize ads create with existing assets from clients. This is very beneficial for our clients because by optimizing the ads, we see that the results of the campaigns increase significantly.

Can you give some examples? What is your biggest creative success to date?

We are very proud of the results achieved with the campaign we did for Kraft Heinz in collaboration with Dentsu and Lumen. The challenge was to make Dutch consumers aware that there is a healthy variant of the well-known brand Heinz ketchup.

For the campaign, we created 12 customized and improved versions of already existing ads. Thanks to the unique algorithm, the effect of attention metrics on Ad recall and Choice uplift could not only be understood, but also optimized in real time. The campaign scored well above benchmarks on all metrics. Above all, the campaign recorded an 8% higher Ad Recall and 6% higher brand preference compared to similar campaigns.

Can you tell me about the focus for the period ahead?

In the coming period we will focus on our contextual and 'cookieless' solutions and the further expansion of 'Attention' as the new industry standard metric instead of viewability.

This because viewability is about ads shown, but that says nothing about the ad value of the ad itself. It might be that the ad was on the screen, but wasn’t seen at all.

It is important for us to drive 'Attention' because advertising that really gets the attention of our clients’ target audience has an immediate impact on their brands' KPIs. In partnership with Lumen, Adelaide and Realeyes, we have launched a major Attention program, in which we already launched more than 250 campaigns worldwide.

What do most people not yet know about Teads?

That we have multiple solutions besides outstream video, such as viewable display and full-funnel solutions. We also offer the services of Teads Studio, free of charge. This allows us to support clients with creative solutions for all video formats. With Teads Studio, we can make new creations based on existing assets.

Furthermore, our platform is prepared for the cookieless world. We have very effective contextual solutions, of which the results are even better than targeting with cookies.

Next week we will meet on the French south coast during Cannes Lions Festival and Teads is one of our sponsors. Why did you become a partner of the Embassy of Dutch Creativity?

We want to contribute to the visibility of the Dutch creative industry. Also, we are in Cannes for inspiration and to meet likeminded people. On Thursday we will organize a lunch for our relations at the Embassy. We also have a nice program on the Teads Yacht, with several presentations and – of course – nice drinks.

Above all, what do you hope to bring home from Cannes?

Not only a lot of fun experiences but also, as mentioned earlier, inspiration which we can use for the period ahead to further develop our services.

By the way, we are still looking for great people to strengthen our team. Colleagues who want to contribute to the further growth of Teads in the Netherlands. So hopefully we will also meet some potential team members ...

Thank you, Geert. Have fun and good luck next week in Cannes.

Teads

Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.

For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers and content providers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach billions of unique monthly users in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

Teads partners with the leading marketers, agencies and publishers through a team of 1,200+ people in 50 offices across more than 30 countries.

For more information: www.teads.com

Embassy of Dutch Creativity

This year, the Embassy of Dutch Creativity will move into a villa straight on the Boulevard in Cannes. Here in this centrally located venue various talks and sessions will be organized with a single overall objective: promote Dutch creativity worldwide. The supporters of the Embassy of Dutch Creativity - called ambassadors and partners - traditionally represent a wide selection of the Dutch creative industry, ranging from advertising to digital, design, music and film.

The location of the Embassy of Dutch Creativity: 24 Boulevard de la Croisette, 06400 Cannes, France.

The program of the week can be found on: embassyofdutchcreativity.com