This partnership will allow advertisers to engage users in a pre-defined dialogue within TMG’s full range of display ad units, including its cinematic Skylight format.
Conversational advertising is a new channel that allows advertisers to enhance both the branding and performance capabilities of online display. By engaging users in a two-way interaction, the user dwell times in display ad units increase and advertisers are able to qualify the users interest in their product or service; before linking them to the most relevant part of the advertiser website, giving a significant boost to conversion rates.
“The Telegraph’s subscriber-first strategy means that we are committed to continually improve how advertisers interact with our known customers in meaningful, safe and effective ways. Telegraph Engage allows a brand to build rapport and show empathy with our readers, while helping to direct them to the most suitable products and services. This launch feels particularly important at a time when messaging needs to be carefully considered and, now more than ever, tailored to different customer needs.” says Karen Eccles, Senior Director, Commercial Innovation, Telegraph Media Group.
“In this current climate, delivering the right type of information through an effective ad format is a game changer. Conversational activity is proving to add value to consumers and is guiding users to many destinations and providing much needed human interactions. We are proud to be working with Telegraph Media Group and excited by the two-way partnership that we are creating through Telegraph Engage, powered by Cavai. The pre-defined functionality that we created is a first for TMG and we are excited to be able to deliver a real-time optimised product that enables the TMG team to provide something unique for brands and which has been customised based on the knowledge of their readers.” said Dan Jones, Commercial Director, Cavai.