Konnex and Teads boost awareness and performance for 4B with predictive AI
The provider of window and façade solutions 4B has implemented a campaign consisting of display and video ads in partnership with Teads and Konnex. With the help of AI, the advertising media were optimized and the campaign's attention was measured and optimized.
The cross-media campaign for 4B with a regional focus aimed to increase brand awareness and improve lead generation. In German-speaking Switzerland, TV, print and digital media aimed to increase unaided awareness, sharpen the brand profile and increase brand preference. In French-speaking Switzerland, the focus was on increasing supported awareness via similar channels. In addition, a digital always-on campaign was implemented throughout Switzerland with the aim of generating leads in the form of contact requests.
Existing content is optimized
A key component of this strategy was the use of moving images in TV and digital channels. Existing video material was optimized in the best possible way using Neurons' predictive AI technology. The Teads Atelier co-creation workshop, in which the advertising agency, the media agency, the client and Teads actively participated, played a central role.
Neurons combines artificial intelligence and neuroscience to predict customer behavior and improve advertising performance. Because it was not possible to create new image and video material, existing content was analyzed and improved through targeted adjustments such as scene changes, the addition of start and end cards and subtitles. These measures were aimed at increasing the attention and understanding of the target group.
Optimization based on two scores
Neurons uses two central metrics to evaluate and optimize advertising media: The Focus Score indicates the intensity of the viewer's attention to specific image or video areas; a high value indicates concentrated attention. The Cognitive Demand Score measures the visual complexity and information density that viewers have to process. The more complex an image is, the higher the cognitive demand score and the more difficult it is for viewers to quickly recognize the relevant information.
After the first neuron analysis, the video revised by Teads Studio already achieved an uplift in the Focus Score of +14 % and a reduction in Cognitive Demand of -2 %.
Based on the neuron analysis, a complex creative setup was then developed in the Teads studio, consisting of various mobile-optimized assets as a dynamic hybrid solution of display and video ads. The campaign motifs addressed all funnel objectives - from awareness and consideration to performance and lead generation. The subsequent Teads benchmark tests made it possible to create campaign forecasts and identify the most efficient forms of advertising in terms of attention and dwell time.
Results scientifically analyzed
The results of the neuron analysis were linked to the Kantar Brand Lift study "4B Switzerland - Creative Lab: ABC Testing", which examines the advertising impact of digital ads in various contexts with a focus on brand awareness. Using ABC testing, several ad variants can be tested simultaneously in order to determine the best-performing one.
The optimization of the advertising media in the Teads Atelier proved to be crucial for increasing brand awareness. Specifically, this can be seen in the results of the Teads inRead Video Square and Teads inRead Video Landscape formats compared to the standard formats. Overall, the campaign, including all measures implemented by Konnex and Teads, led to a significant increase in leads and a reduction in the cost per lead for the digital campaign.
