Mediahub has announced it is working with programmatic technology provider Teads to create a global platform first partnership, designed to offer clients a unique Attention Guaranteed buying model.
This new partnership streamlines the supply path, focusing on providing better quality impressions with less wastage, which will also assist clients in reaching their sustainability and ESG objectives.
Mediahub’s head of digital, Gerry Bowness, said Attention has been a hot topic in the industry, firmly placing itself into the measurement mix. However, he believed it was time to give clients a competitive advantage and provide better buying and trading methodologies that guarantee business results.
Bowness said: “We’ve done extensive work in the Attention space over the past 2 years, culminating in the creation of custom bidding algorithms to give our clients a competitive edge. These algorithms enabled us to optimise campaigns in real time, delivering outstanding results – but buying & trading methods haven’t evolved at the same pace so we set about to change that.
“Our unique Attention Guaranteed Buying model will start to move us away from buying media on legacy metrics such as CPMs and CPCVs and provides our clients with a zero-risk buying model that will guarantee results. In today’s economic environment that’s a real competitive advantage.”
Paul DaBell, head of sales NSW & QLD, Teads said: “Providing creative solutions has always been part of our DNA so partnering with Mediahub and developing a media buying solution that will genuinely benefit clients and grow their business is exactly what we are about. We’re delighted to enter this partnership with Gerry and his team and look forward to changing the face of media buying.”
The partnership is effective April 12, 2023 immediately benefitting all Mediahub clients including recent pitch wins Arla (Lurpak & Castello) and BSH (Bosch, Siemens, Gaggenau & Neff) who chose the agency due to their innovative thinking.
Andrew Livingston, Mediahub’s executive director for APAC, concluded: “At Mediahub, driving digital innovation reinforces our challenger positioning and with attention metrics emerging as the new beta currency in the digital space, it’s exciting to be at the forefront of the industry with this pioneering partnership with Teads.”
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