News & Opinion

Telegraph Media Group launches two products to help brands re-emerge

The products will help brands emotionally connect with the right readers, in the right context, in real-time.

Telegraph Engage brings Cavai's industry-leading, brand-safe “conversational ad” technology to the Telegraph Media Group’s (TMG) commercial portfolio.

TMG is the first premium publisher to be able to offer this interactive style of advertising across its full range of display ad units, including its cinematic Skylight format. Cavai will help to create the decision-tree-based, pre-defined “dialogue” for the ads, which enable brands to build rapport and show empathy with readers, while also qualifying interest in a product before providing links to purchase. 

Telegraph Unity, powered by InfoSum, offers accurate audience matching without relying on cookies or sharing data. Launched as a result of The Telegraph’s reader-first subscription strategy, Telegraph Unity enables brands to target their loyal, lapsed or future customers as well as find out more about their behaviours and preferences. By using advanced statistical modelling, data is compared at an aggregated and anonymous level, without either party having to share their data with the other.  

Karen Eccles, senior director, commercial innovation, Telegraph Media Group, said: “These two products support our subscriber-first strategy and long-term investment in our digital transformation. They help brands to connect with our known customers in meaningful, safe and effective ways at a time when messaging needs to be carefully considered and, now more than ever, tailored to different customer bases.”  

Dan Jones, commercial director, Cavai, added: “In this current climate, delivering the right communication through an effective ad format is a game-changer. Conversational, question-and-answer-style activity is proving to add value to consumers, providing choice and guidance towards the most suitable information or products. We are excited to be able to deliver a commercial product with the capability of being updated in real time – especially as things change by the hour right now. This technology partnership will lead the market, delivering powerful display campaigns for brands as well as providing important reader-feedback insights.”

Stuart Colman, VP sales at InfoSum, commented: “We’re excited to be working with Telegraph Media Group to support their creation of a cookie-free ecosystem. This new partnership will enable advertisers to match their own rich customer data against The Telegraph’s 6.6m registered customers, without ever having to share any raw data. This privacy-first approach massively reduces the burden of compliance for brands and delivers speed-to-market onboarding to ensure marketing opportunities are never missed.”

08/07/20

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