Nissan has partnered with Teads, the omnichannel outcomes platform for the open internet, to create a high-impact creative experience, to drive awareness and engagement through interactive, immersive experiences, and surpass industry benchmarks for attention and viewability.
The campaign invited consumers to explore an endless sequence of dynamic landscapes, engaging with Nissan’s electrifying world through intuitive gestures—pinch-to-zoom on mobile and cursor clicks on desktop. To bring this experience to life, Teads developed vertical, square and landscape custom-built formats that enabled Nissan to showcase the Hyper-Force, Hyper-Adventure, Hyper-Urban and Hyper-Punk Nissan concept cars across desktop and mobile platforms.
The campaign leveraged Teads’ data-driven insights and strategically targeted high-value demographics of UK individuals aged 18-24 and 35-44, who lived in a household with children and possessed high income.
Results
Teads’ direct relations with top UK publishers ensured the Nissan campaign performed exceptionally well, particularly across Sky Sports, The Sun, Daily Mail, Metro, The Guardian, The Telegraph, Sky News and LBC.
By using innovative creative ads, each format generated a high level of attention, achieving 3,498 APM (attentive seconds per 1000 impressions), which is 5x Lumen benchmarks. The vertical creative for mobile performed best, with an attention rate of 2,024s, far exceeding the benchmark of 577.00s.
The campaign’s overall Viewability reached 78.73%, surpassing Teads’ benchmark range of 60-63%. With an average Dwell Time of 2.42 seconds and a View Rate of 73.27%, surpassing the benchmarks of 50%-65%, the campaign demonstrated excellent user engagement.
The campaign also delivered 19.3M impressions and achieved an impressive reach of 12,920,594, with a frequency of 1.50.
But beyond the numbers, the real impact was on brand perception. The creatives drove brand favourability (+14%) and spontaneous ad awareness (+159%), while prolonged attention has driven improvements in lower funnel metrics such as purchase intent as well.
When shown the ad in isolation, the ad evoked a high level of recall with over 4 in 5 respondents remembered the Nissan brand, regardless of the format. Moreover, Teads delivered 3.6M additional impressions and 292 additional clicks free of charge, extending Nissan’s exposure even further.
Fiona Mackay, Nissan Marketing Director, comments: “Partnering with Teads allowed us to push the boundaries of traditional automotive advertising. Their innovative approach transformed our creative into immersive, interactive experiences that truly resonated with our audience. The results speak for themselves—outstanding attention rates, remarkable lifts in brand favorability, and a significant boost in spontaneous ad awareness. Teads not only helped us achieve our goals but exceeded expectations, driving meaningful engagement and showcasing Nissan’s future in a bold, dynamic way.”
Nick Crossley, Automotive Industry Director at Teads UK, comments: “With the automotive industry, there are so many creative and immersive possibilities when it comes to advertising, and yet all too often we are presented with uninspiring campaigns delivered in a standard format. With Nissan however, our approach was to develop a campaign that truly resonated with the concept cars, one that defied the ordinary in an immersive and interactive way. And the results were brilliant, increasing viewability, awareness, engagement, improved brand perception and recall.”
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