Tailor-made ads for different platforms give the maximum brand lift and amplifies the impact of campaigns, shared Teads India Managing Director Tarun Ummat at the e4m-dentsu Digital Advertising Report 2024 launch.

During an expert session on the ‘Power of Creatives in Omnichannel’, Ummat stressed the need to customise creatives to ensure enhanced brand recognition.

“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.

“If you use the same creative across channels then you see a 32 per cent brand lift but when you customise 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 said.

Ummat also explained how his company optimizes creatives for different channels.

“First is the creative optimization which is bespoke and is done 90 per cent of the time, where we get raw assets from the client and then our studio team works on them and creates engaging assets which can be distributed on the campaign.

“The second is a customised workshop. It’s a proprietary product called ‘Atelier’, which brings key stakeholders together to workshop and co-create optimized assets in real-time that can then be distributed. Finally, it is the creative innovation where we can create AR creatives, gamification or conversational ads, all powered by AI,” he said.

When it comes to omnichannel, the task is to tailor make the messages for specific channels and make sure that the right ad is placed in the right platform, Ummat said.

According to him, this helps in providing increased brand visibility and a seamless brand experience, thus amplifying the campaign’s impact through multiple channels that work in tandem to increase brand recognition.

He also spoke about how QR codes on television can get visual attention and lift key brand metrics.

“When a person is consuming content on television, they also have their mobile phones with them. So, it creates a world of opportunities for us to leverage that placement. QR codes are an excellent way to drive attention and key brand metrics. For example, during a visual of the product, providing the QR code of the website from where viewers can shop that product directly. This was used very effectively by Flipkart during the World Cup and most of their ads were around this,” he said.

Ummat also shared an interesting creative where a 3D billboard ad was brought to mobile devices and CTV for an enhanced customer experience.

“We are in a great position to deliver an omnichannel optimization. Combining mobile and CTV has significant effects and we need to optimize for attention across channels. That will deliver better results,” he concluded.