Making Programmatic Fun: The Trade Desk
Problem:
Not only is programmatic advertising technology a complicated space, it’s an area where marketers feel bad about not understanding what is going on.
The Trade Desk wanted to reach a wider audience of media buyers with a campaign that clearly set out the benefits of being part of the open, independent internet.
Solution:
Lift a technique from the Big Short and use evocative metaphors delivered with comedic timing to clarify the value of reach outside of walled gardens and objectivity in being only focused on the demand-side.
The big challenge in creative development was to get the metaphors both factually correct and interesting enough to hold viewers attention in a long form video.
Results:
Winner of the The Drum B2B Grand Prix award 2020. Drove a 23% increase in new web visitors, and significantly improved favourable consideration of the Trade Desk.