Leader in contextual advertising, Seedtag grows in Latin America

The Spanish company Seedtag, a global leader in contextual advertising, has grown mainly in Brazil and Latin America. In a scenario where consumers are increasingly concerned about their privacy when using the internet, the adtech comes up with solutions that do not store data and, in the same way, provide personalized and contextualized creatives to brands and agencies.

The company, founded in 2014, has always been focused on context, and with issues around privacy and the end of cookieseverything is heading towards this: 53% of consumers are adjusting their preferences to reject cookies when browsing certain websites. Seedtag seeks to understand the content in depth and what it can offer, whether positive or negative for companies and in which contexts brands want to be.

Furthermore, it identifies the contexts that are connected in the network, including which territories the brand could cover. To achieve this, it works with three pillars: Technology, Positioning and Creativity, which together deliver these strategies. Studies by Lumen Research have already shown that aligning context and creative increases user attention by 20% and CTR (Click Through Rate), also known as click-through rate, by 1.6 times.

Seedtag Contextual Artificial Intelligence (Liz) allows brands to engage with consumers within their universe of interest and without the use of cookies. In fact, the company has theSeedtag LAB project, through which it generates insights for own campaigns and for the strategy as a whole, analyzing competitors, the problem, where it is well positioned, engagement metrics, directs ads and makes them relevant to users, reflecting their interests in real time. The company makes it possible to change the message or product, and present different products and messages, just using AI.

Daniel Freixo, VP of Seedtag in Latin America. (Photo: Disclosure/Seedtag)

The brand sends the idea to us, we create the first creative and offer the opportunity to expand it. Given the suggestion, 20% to 30% of the creative changes to be sent to the brand for approval. We have a very close relationship with agencies, but we try to be increasingly closer to the brands. Our objective as a company is to be increasingly strategic for brandsexplains Daniel Freixo, vice-president of Seedtag in Latin America.

Seedtag is in the process of delivering more assertive videos. For now, the company does not use the technologies in a specific or completely modified video, but changes the message and the creative, which has 150 different forms.

Recently, the adtech came together Cielo, reference company in payment methods, with the aim of promoting the services offered to the Brazilian market and positioning the brand as a reference for its target audience. For this, it had the support of Seedtag LAB. The campaign results record a 63% increase in online advertising recall, a 55% increase in message association and a 15% increase in brand positivity.

At the beginning of the project, exclusive and on-demand contextual strategies were created, connected to the brand’s main values. Next, creatives were developed for each of the segmentations created, ensuring that the brand would connect in a contextualized way with its users, in addition to reports during and post-campaign, that generated insights contextual data for campaign optimization and other data.

Seedtag’s technology can transform words into numerical vectors, and these vectors generate a specific territory for the brand, being able to select affinity, understand the audience, impressions, content, categories. This way, the context delivers advertising at the ideal time and reaches the right person at the right timehighlights Freixo.

Seedtag grew 60% in 2022, and this year, it has already recorded a growth of 45%. Brazil is the company’s main market in Latin America, followed by Mexico and Colombia, with operations also in Argentina, Chile, Peru and Miami (USA). A branch in Central America will probably be opened next year. Currently, the company has around 130 employees in Latin America, working in areas such as sales, operations, planning, marketing and finance.