EDMAs 2021

The Telegraph launches conversational advertising product

Tyrone Stewart


The Telegraph Media Group has teamed up with conversational advertising platform Cavai to deliver conversational advertising across its display ad units.

With Telegraph Engage, advertisers will be able to engage users in a pre-defined dialogue within The Telegraph’s display ad units, including the ‘Skylight’ adaptive video format, which was launched last year alongside a shoppable video format. The bespoke, conversational ad platform aims to increase user dwell times in display ad units through two-way interaction and enable advertisers to qualify the user’s interest.

“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,” said Karen Eccles, Senior Director of Commercial Innovation at Telegraph Media Group. “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.”

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