The Trade Desk, WTF Programmatic, December 2016
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The document provides best practices for creating an effective advertising campaign that resonates with modern consumers. It lists 5 things to consider: 1) think holistically and select the right media mix, 2) approach your campaign as a consumer would like to engage with one, 3) do your homework and understand the advertising landscape, 4) creative thinking as one size does not fit all and immersive advertising requires understanding different formats, 5) success is in measurement as data ties the advertising plan together.
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The Trade Desk, WTF Programmatic, December 2016
- 3. How we buy and sell media is drastically changing.
- 4. So is how we are consuming and engaging with advertising.
- 5. How do we continue to improve the user experience?
- 6. 5 things to think about in creating a campaign that resonates:
- 7. Think holistically.1 Select the media mix that’s right for you.
- 9. Think like a modern consumer (psst—you are one). 2 Approach your campaign as you would like to engage with a campaign.
- 10. A day of media consumption
- 30. Do your homework. 3 Make sure you understand the landscape in which you’re advertising.
- 31. So much nuance in every environment. Not every publisher has the same look and feel.
- 32. Creative thinking 4 One size doesn’t fit all—immersive advertising is about immersing your brand into the consumer’s lifestyle and habits.
- 33. Understand the formats and assets for requirements. 300 x 250 and 728 x 90 is not your 100% plan anymore. It’s much more detailed.
- 34. Message to each unique aspect of your audience. One messaging strategy doesn’t exist—1:1 requires multiple themes.
- 35. Success is in the measurement5 Data is the thread that ties your plan together.
- 36. Tim Sims, VP, Inventory & Partnerships Tim.sims@thetradedesk.com