Tarun Ummat of Teads India emphasizes tailored cross-channel ads' significance
At the launch of the Digital Advertising Report 2024, Tarun Ummat, Managing Director of Teads India, spoke about the 'Power of Creatives in Omnichannel' strategies
Sumit Rawat
During the launch event of the Digital Advertising Report 2024, Tarun Ummat, Managing Director of Teads India, underscored the critical role of tailor-made ads for various platforms in maximizing brand lift and campaign impact.
At an expert session on the ‘Power of Creatives in Omnichannel,’ Ummat emphasized the importance of customizing creatives to ensure heightened brand recognition. He stated, "Tailored cross-channel ads are better for brand building. ‘Creative’ remains one of the key pillars of success along with measurement and targeting. But running the same ad across all platforms does not perform the way ads, which are optimized to a particular platform, do."
Highlighting the significance of platform-specific ad customization, Ummat explained, "If you use the same creative across channels then you see a 32 per cent brand lift but when you customize your ads to fit different devices that’s when you see a further lift of 13 per cent. It gives the maximum lift and the more brand equity we get it leads to a more long-term brand RoI. At Teads, we know the power of optimizing our real estate."
He further elaborated on Teads' approach to creative optimization, which involves bespoke creative work, custom workshops, and creative innovation powered by AI. Ummat stressed the importance of tailoring messages for specific channels in an omnichannel approach to ensure a seamless brand experience and increased brand visibility.
Ummat also discussed the effectiveness of QR codes on television in driving visual attention and lifting key brand metrics. He cited Flipkart's successful utilization of QR codes during the World Cup to direct viewers to shop for featured products directly from their mobile devices.
Sharing an innovative example, Ummat described how Teads delivered a 3D billboard ad experience across mobile devices and CTV, enhancing customer engagement.
In conclusion, Ummat emphasized the need for omnichannel optimization, particularly combining mobile and CTV, to maximize campaign effectiveness. He emphasized, "Combining mobile and CTV has significant effects and we need to optimize for attention across channels. That will deliver better results.
