India – Aug 20 – Teads, the omnichannel outcomes platform for the open internet partnered with Thoughtworks, a global technology consultancy that integrates design, engineering and AI to drive digital innovation, to pioneer new possibilities for enterprise-focused digital advertising. Together, they harnessed the power of Connected TV (CTV)—video advertising delivered via internet-connected devices like smart TVs, streaming sticks, and set-top boxes. By combining the broad reach and storytelling strength of traditional television with the precision targeting, measurable outcomes, and interactivity of digital media, Teads and Thoughtworks reimagined B2B marketing on a global scale. 

The campaign delivered 0.84M impressions, reached 200,000+ users, and drove a 10% uplift in page views for promoted assets, redefining expectations for B2B advertising performance.

Strategically timed to align with high-profile events like the USA Basketball Men’s AmeriCup, the campaign – powered by AI-driven contextual targeting – achieved an 18% increase in clicks during the event window.

Thoughtworks and Teads collaborate to deliver global impact

Thoughtworks has been running a new global advertising campaign “Spark the Extraordinary” and the CTV advertising initiative was in support of the same. Managed by their team in India, the global campaign showcases Thoughtworks as a leader in creating large-scale tech solutions for businesses, particularly in AI, cloud, and data. The campaign’s unique look and feel were developed by their own creative team.

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The Thoughtworks-TEADS partnership aimed to amplify the campaign’s reach and seamlessly connect creative vision with cutting-edge tech across CTV, desktop and mobile channels. Key to this success was Teads’ unique combination of end-to-end solutions:

• Creative customization: The campaign’s display assets were tailored through Teads Studio to suit CTV’s lean-back viewing behavior, ensuring an optimized and engaging experience without relying on clicks.
• Precision media strategy: Thoughtworks used Teads Ad Manager to develop a targeted media buy that reached highly specific, business-relevant audiences via premium publishers.
• Premium Ad placements: Non-scrollable, full-screen CTV placements created an immersive, high-attention environment ideal for complex B2B narratives.
• Vertical-specific targeting: Teads’ contextual intelligence technology ensured precision targeting aligned with Thoughtworks’ service offerings across industries, including, Financial services, Media & Publishing and Technology elevating relevance in critical markets.

Elevating B2B storytelling with Connected TV

Traditionally, B2B marketers do not always achieve the same creative sophistication and reach as consumer brands. This campaign changed the narrative, proving that Connected TV could be a compelling and effective medium for enterprise advertising. This approach’s benefits included:

• Higher viewability: Full-screen placements ensured content stayed in focus and undistracted by competing elements.
• Stronger message retention: The non-intrusive, distraction-free environment of CTV facilitated deeper audience engagement and stronger recall.
• Scalable storytelling: A platform built for immersive and long-form communication enabled Thoughtworks to address the complexities of multi-stakeholder B2B decision journeys.

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“At Thoughtworks, we are leading the future of B2B advertising with bold experimentation in emerging formats. The fusion of creative excellence and cutting-edge media strategy redefines what’s possible for enterprise marketing. The media partnership with Teads and Connected TV gave us a unique canvas to bring our global campaign, ‘Spark the Extraordinary’ to life. The collaboration is a step towards the next frontier of digital advertising and redefines how tech brands connect with decision-makers in premium, immersive environments,” commented  Soumyajit Dey, Global Head for Digital Campaign Delivery, Thoughtworks

“This partnership with Thoughtworks marks a pivotal moment in the evolution of B2B advertising. By harnessing the power of Connected TV and combining it with precision targeting and creative excellence, we’ve shown that enterprise storytelling can be just as captivating and impactful as consumer campaigns. It’s a testament to what’s possible when innovation meets intent, and we’re proud to have led this transformation from India for a global audience,” said, Tarun Ummat, Managing Director, Teads India

Achievements and recognition

The campaign’s success caught the industry’s attention, earning the Rising Star in Connected TV award at the Connected TV Asia Awards 2025. This accolade highlighted its innovation, originality and impact in a category traditionally dominated by consumer marketers.

Today, the campaign is recognized within Thoughtworks as a benchmark for strategic planning and execution in enterprise marketing. It also propelled further exploration into advanced features of Teads’ platform, including audience targeting, sequential storytelling, and advanced performance measurement.

The future of B2B advertising

The partnership between Thoughtworks and Teads has raised the bar for B2B storytelling. The innovative mix of creative and technology strategy unlocked new opportunities in Connected TV, demonstrating that enterprise advertising can not only adapt, but thrive in premium environments.

This campaign is more than just an isolated success; it’s a roadmap for how brands can capitalize on emerging channels to drive meaningful engagement and scalable results.

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