Here’s a case study article on the support provided to Bompard. We used the Teads advertising platform to deliver a highly targeted digital awareness campaign.
The objective? To maximize brand awareness among a qualified audience, while ensuring a premium environment. This case study looks at the strategy implemented, the results obtained, and the key learnings from this campaign.
Context and Objectives
Bompard wanted to increase its visibility among a targeted audience, while maintaining full control over the distribution and image of the brand.
The main objectives were:
- Strengthen brand awareness among a new audience.
- Maximize attention and engagement of advertising formats.
- Precisely target the audience with refined socio-demographic and behavioral criteria, by selecting publishers with a strong affinity to our target, such as premium sites in the fashion luxury sector.
Strategy and Implementation
1. Targeting
The campaign took place in two phases at the end of 2024.
The target audience consisted of women in a specific age range, passionate about fashion, beauty, and luxury, with refined segmentation via Teads Audiences and contextual targeting based on quality content.
2. Premium Advertising Formats
Thanks to Teads Ad Manager, we were able to deliver ads on premium inventory with several interactive formats to capture attention:
- inRead Video Square 15s: a 15-second square video format that appears within articles as a user scrolls down the page.
- inRead Scroller Square: a scrollable square advertising format that allows for smooth interaction with the user.
- inRead Swipe Carousel: A format that allows users to swipe through multiple images or videos in a single ad.
The use of Teads Studio allowed for optimization of creatives and adaptation of formats to market best practices, thus ensuring maximum performance in visibility and engagement.
Results and Performance
2.7M impressions were delivered on Teads with a frequency close to 1, meaning as many users reached.
1. Visibility Superior to Benchmarks
The campaign outperformed industry standards:
- Viewability: 20 percentage points above the benchmark
- Completion Rate: 12 percentage points above the benchmark
- Attention measurement (APM time) of 1.953s for video and 1.572s for display (benchmark 0.572)
2. Engagement and Interaction
- A VTR 15 percentage points above the benchmark on both phases
- Scroller Square recorded the best results in In-View Time and CTR (vs the Carousel SQ format)
3. A Targeted and Receptive Audience
The typical profile of exposed individuals perfectly matched the brand’s expectations:
- Women of a specific age range
- Various interests around fashion and luxury
- Targeting of some more premium and high-performing sites
Lessons and Recommendations
What Worked
- Excellent visibility and engagement, proving the relevance of targeting and formats.
- Creative optimization via Teads Studio, improving ad performance.
- Delivery on premium inventory, ensuring a safe environment and better user attention.
Conclusion
Thanks to the work we did on Teads, Bompard was able to increase its visibility in a controlled manner, ensuring consistent delivery to the target audience, precise targeting, and performance beyond benchmarks.
