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TTD Holiday shopper profiles
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Campaign Gut check:
Ready or Not, Here Come Holiday Shoppers
Your holiday shoppers are everywhere, so your ads should be, too.
AT EVERY HOLIDAY PARTY
, we’re reminded of the vastly different personalities, interests, and styles that exist across our friends and families. Your target audience isn’t all too different from that. The Trade Desk makes it easy to reach specific audience groups with coordinated messaging across all digital channels. Follow along on the next few pages, as we profile six types of holiday consumers and share tips on how you can reach them.
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Holistic Buying with Tim Sims >
Austin Gremp
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At every holiday party, we’re reminded of the vastly different personalities, interests and styles that exist across our friends and families. Your target audience isn’t all too different from that. With any multi-dimensional audience it can be difficult to reach every target with meaningful messaging. The Trade Desk makes it easy to reach specific audience groups with coordinated messaging across all digital channels. This year, we’ll profile six types of holiday consumers and share tips on how you can reach them.
TTD
Holiday shopper profiles
Here’s how OS: ● IP retargeting● Always on deals with partners like Hulu, Sling, Dish, DirectTV● Measure the difference between your connected TV campaign’s incremental GRP and your linear TV campaign’s GRP through our integration with NielsenWebinar Definitions guideCase StudyAudio (POP UP)With the emotional connection of digital audio, there’s no better time to integrate audio ads into your awareness campaign. Grab your consumer’s attention, amidst their favorite song, with engaging and non-skippable messaging that is proven to reach specific audience demographics.Spotify, AdsWizz (online streaming services and digital radio streaming), iHeartRadio, etc. ● Spotify playlist “Merry Madness” [Link Below] [Need cover art] https://open.spotify.com/user/the_trade_desk/playlist/17OxxNJFXletaMXV2bnl8z● Case study● Contextual Data - Contextual site targeting will be used to place ads on the sites with the most holiday related content and branding. (Grapeshot)● With audio, you can target audiences based on the music or podcast they’re listening to – allowing advertisers to select holiday-specific genres, playlists and stations to deliver messaging that aligns with the seasonality.
CTV
>> Here’s how!
Everyone knows TV as the medium with the most impact for boosting brand awareness, but did you know you can show those same commercials on connected TV devices to a more granular audience? Deliver your commercials to targeted viewers and connect with the consumers who are moving from traditional TV to internet-enabled devices like Smart TVs and Roku players.
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Consult with your team from The Trade Desk for even more recommendations and best practices.
Formats and devices are selected for campaign. All assets are prepared in the right formats. Campaign timeline and strategies are selected. Confirmed campaign strategies are aligned with advertiser’s overall goals. Reviewed historical data on MyReports. Developed data strategy. Utilized The Trade Desk’s Budget Flighting Tool to identify and plan specific days to heavy up on spend. Set KPIs and preferred metrics. Reviewed and selected premium inventory deals on the private marketplace.
Senior Account Manager Austin Gremp has been a member of our team for three years and works primarily on enterprise and other technical accounts out of our LA office. Austin enjoys a wide range of culinary pursuits and routinely hosts fellow team members over for elaborate meals. He also sharpens his own knives using a traditional whetstone – a skill taught to him by his grandfather. Check out his tips on targeting strategies to enhance your holiday campaigns. It’s no secret November and December are pivotal months for eCommerce; the industry leans heavily on digital advertising during the last quarter of the year to drive sales around the holidays. And every year, as consumers become more connected and more mobile, trends shift and new high-impact opportunities emerge. According to eMarketer, mobile is estimated to account for 150% more screen time than desktop and laptop internet browsing in 2017. Meanwhile, overall consumption of non-digital TV, print, and other traditional media sources is expected to drop by as much as 10% over the next 2.5 years. In other words, as users spend more time engaging with one-to-one digital media, advertisers have access to powerful targeting tactics to influence their customers’ path to purchase. From initial prospecting ads through conversion events, advertising campaigns can be built with more data insights and control than ever before. Your audience is active on all different devices and channels throughout the day, so your ads should be, too. Implement the following data-driven targeting strategies to optimize your holiday campaigns across every device and channel: Use Cross-Device - Adopt cross-device targeting data to prospect and retarget users across all of their devices for more effective touchpoints, better frequency control, and additional optimization data. - Better understand the steps your customers take toward checkout with cross-device attribution. - Accurately assign value to every impression, no matter the device. Be Multichannel - Stay in front of your audience by approaching your campaign holistically. - Go beyond targeting your customers on display, mobile, and video, and include emerging channels like audio, native, and connected TV (CTV). - Use cross-device targeting to tie reporting together at the user-level. Set Smart, Realistic Goals - Set appropriate goals for each of your marketing strategies – from ROI and CPA on display campaigns to completion rate and unique reach on CTV and Audio campaigns – to ensure you’re maximizing the value of every impression. Use Time-saving Features - Take advantage of TTD’s bulk-edit tools, templates and cloning, Auto-Optimizations, budget flighting, and pacing tools, such as AutoAllocator™, to increase your efficiency. Be sure to chat with your Account Manager or Trading Specialist to ensure you’re taking all the steps necessary to maximize the ROI from your holiday campaigns.
Private Buying: Transacting smarter, better, more data driven!
Click Each Shopper to learn more about your Audience
GEN X
Sports Fan
MILLENNIALS
Baby Boomers
FOODIES
parents with young kids
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HOME
Gen X
• First-time homeowners • Established in their careers • Travelers • Coffee drinkers • Health-conscious • iPhone loyalists • Wine aficionados
HOW THEY SURF THE WEB
Windows PC, using Firefox
PMP Deals to Reach Them
New York Times (Display), Wall Street Journal (Display), Conde Nast (Display)
Data Segments to Reach them
Data Alliance Gen X’ers DLX Demographics > Generation > Gen X’ers Data Alliance Gen X Premium Demographic > Gen X Data Alliance Gen X (27-42) Demographic > Age > Lifestages > Gen X 27-42 Data Alliance Generation X Demographics > Lifestages > Generation X Data Alliance Gen X Premium Demographic > Gen X
Data Alliance Sports Fanatic Enthusiastic > Sports Fanatic Data Alliance Fanatasy Sports Interest > Sports > Fantasy Sports Data Alliance College Sports Fans Interest & Activity > Sports Recreation > College Sports Fans Data Alliance Live Sports Fan Mobile Audience > Entertainment > Sport > Live Sports Fan Data Alliance Strong Affinity Interests > Sports > Fantasy Sports > Strong Affinity Data Alliance Extreme Confidence Audience - Interests > Sports > Fantasy Sports > Extreme Confidence
Sports fans: ESPN (In-App, Display), Sports Illustrated (Display), NBC Sports (Display), CBS Sports (Display), SB Nation (Display), Turner Sports (Video)
Windows PC, using Chrome or Firefox
• Craft beer drinkers • SUV drivers • Fantasy sports players • Political readers • Fans of tech blogs • Fitness enthusiasts • Concert goers
Sports Fans
• AT&T subscribers • Shopping for clothes online • Starbucks loyalists • Gamers • Streaming EDM music • Eating Mexican food • Documentary film buffs
Data Alliance Gen Y/Millennials (18-26) Demographics > Age > Lifestages > Gen Y/Millennials (18-26) Data Alliance Gen Y/Millennials (18-26) Demographic > Lifestages > Gen Y/Millennials (18-26) Data Alliance Y Generation/Millennials Demographic > Generation > Y Generation > Millennials Data Alliance Gen Y/Millennials (18-26) Lifestages > Gen Y/Millennials (18-26)
Vox Media (Holiday Gift Guide, Display), Reddit (Display), BET (Video), Complex Media (Display), Gizmodo Media (Display), College Humor (Display)
PMP DEALs to reach them
Windows PC, using Chrome
PARENTS WITH YOUNG KIDS
• Dining out for Italian • In-store shoppers • Interested in fashion accessories • Halloween enthusiasts • Cooking aficionados • Fans of Rom-Coms • Researching schools
Data Alliance New Parents DLX Lifestyles > New Parents Data Alliance Parents of infants Advanced demographics > Parents of infants Data Alliance Parents of young children Advanced demographics > Parents of young children Data Alliance Parents of toddlers Advanced demographics > Parents of toddlers Data Alliance Events - Parents and Kids Interest > Events > Events - Parents and Kid
Café Mom (Video), Baby Center (Display)
• Avid readers • Medically insured • Gardeners • Crafty • Pet owners • Target shoppers • Charitable donors
Bloomberg (Display), CNN (Video), Expedia Inc. (Display, Travel vertical), The Atlantic (Display)
Windows PC, Firefox
Data Alliance Affluent Baby Boomers DLX Lifestyles > Affluent Baby Boomers Data Alliance Baby Boomers (1946-1964) Demographics > Lifestages > Baby Boomers (1946-1964) Data Alliance Late Baby Boomers Demographic > Late Baby Boomers Data Alliance Early Baby Boomers Demographic > Early Baby Boomers Data Alliance Baby Boomers Life Events > Baby Boomers Data Alliance Baby Boomers (55-63) Demographic > Age > Lifestages > Baby Boomers (55-63)
recipes
Foodies
• Local bakery shoppers • Recipe seekers • Sweet tooths • Outdoorsy • Yelp users • Dinner party hosts • Happy Hour enthusiasts
Data Alliance Foodies DLX Lifestyles > Foodies Data Alliance Foodies Interest & Activity > Food & Restaurants > Foodies Data Alliance Foodies Audience Profiles > Food and Dining > Foodies Data Alliance Foodies/Cooking Enthusiasts US > Food & Drink > Foodies/Cooking Enthusiasts Data Alliance Foodies Lifestyle > Foodies
Meredith Corporation (AllRecipes.com, Display), Saveur (Display), Food & Wine (Display), Gourmet Ads (Display)
PMP DEALS TO REACH THEM
James Innocent
CTV with Bennett Crumbling
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There's no time like the present to get your brand in front of the right audience! Building awareness ahead of the holiday season is crucial to ensure your product comes to mind during this busy time. Here are the best tactics to get your product or service on your audience's list:
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SHOPPER PRofiles
SHOPPER PROFILES
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AUDIO
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Everyone knows TV is the medium with the most impact for boosting brand awareness, but did you know you can show those same commercials on connected TV devices to a more granular audience? Deliver your commercials to targeted viewers and connect with the consumers who are moving from traditional TV to internet-enabled devices like Smart TVs and Roku players.
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Because music is heavily tied to human emotion and memory, there’s no better time to integrate audio ads into your campaign than this holiday season. Grab your consumer’s attention, amidst their favorite song, with engaging and non-skippable messaging that is proven to reach specific audience demographics.
Senior Account Manager James Innocent, a member of our team for nearly three years, specializes in user support for The Trade Desk platform. James leaves a lasting impression on the Trade Desk’s culture as an avid dry-erase artist in the New York office, and his creative touch spills into troubleshooting campaigns and leading product training sessions. Here are James’s top tips for targeting holiday shoppers: Build Awareness For Your Brand Connected TV (CTV) plugs into premium distributors and content owners through their respective SSPs. Through CTV, which consolidates TV buying across various inventory partners under a single ad group and strategy, save time and enable effective decisioning and differentiation between media buys. Millennials' and high-spend consumers’ adoption of smart devices is rising. With the launch of our CTV audience targeting tool, selecting users based on specific intent-level attributes will add a new opportunity to build brand awareness this holiday season. Tracking Campaign Goals When launching your CTV campaign, focus on measuring completion rate and the number of frequency-capped users who moved down the funnel. Gain a more comprehensive look at your audience and add value to your campaign by using Nielsen Digital Ad Ratings (DAR) and Over-the-Top (OTT) reporting. Addressability, which is often discussed with regards to linear television, directs your advertisements to the relevant demographic audiences. With The Trade Desk, you are able to target at the household level and serve the most relevant ads to the right audiences in real time. Getting Started with CTV Setting up a CTV ad group in the Trade Desk platform is a breeze. Kick off your campaign with wide targeting parameters such as national targeting or the inclusion of a large set of DMAs. As the data comes in, focus in on audiences that prove to be most valuable to your brand. For more tips on maximizing the value of CTV in your holiday campaign mix, be sure to chat with your Account Manager or Trading Specialist.
Jeff Harley
Native with Kathleen Comer
IN-APP Case Study
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IN-APP Time spent on mobile apps will account for nearly 20% of a consumer’s average daily media time this year, according to eMarketer. This makes in-app advertising crucial to influencing consumers in the consideration phase of a holiday campaign.
MOBILE Look no further than mobile web to scale your campaign and reach your consumer wherever they are. Use interstitial ad units to take over 100% of the screen.
NATIVE
Foster organic, authentic connections with your holiday shopper through native ads. Present content, product information, or promotions within the context of the website the user is browsing, and make your ads fit seamlessly into the user experience.
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MOBILE
PMP Deal Spotlight: ● Mobile: Autotrader (Automobiles vertical), Priceline (Display, Travel vertical), Live Nation (TicketMaster.com)● In App: iHeart Radio, Shazam● Native: Edmunds.com (Automobiles vertical), Time Inc.
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Native: (Pop up)Foster organic, authentic connections with your holiday shopper through native ads. Present content, product information or promotions within the context of the website the user is browsing, and make your ads fit seamlessly into the user experience.- Native Video: Extend your video campaign with in-feed video. The same sound-off, auto-play in-view tactic that was popularized by Facebook is available across the wider web. *Different from pre-rollDid you know Native video only plays when in-view (unlike non-skippable instream or in-banner video)? This ensures higher accuracy in your completion rate metrics.
In-App: (Pop up)Time spent on mobile apps will account for nearly 20% of a consumer’s average daily total media time this year, according to eMarketer. This makes in-app advertising a crucial component to holiday campaigns to influence consumers in the consideration phase.
Reaching the right holiday shopper for your product can be tricky. The Trade Desk has some tips and tricks for targeting high-potential converters — or people who are most likely to be interested in your brand — with an ad at the exact moment a consumer starts to think about making that final purchase.
Principal Product Manager Lead Jeff Harley has been instrumental in the development of the Trade Desk platform during his three-year tenure on our product team. He is the go-to expert when it comes to emerging channels, and he currently leads product strategy and development for video, audio and native advertising. Check out Jeff’s advice on how to optimize your native campaigns in time for the holiday season. Native advertising has grown dramatically over the past several years, creating a win-win-win scenario for publishers, brands, and consumers. When it comes to attracting advertisers, publishers have realized the value of a positive reputation. Advertisers use that reputation to share more impactful messaging with their audience. And consumers benefit from high-quality ad experiences through interesting content. This is especially true with programmatic native campaigns, as it creates a more relevant and targeted ad experience at scale. As you set your sights on holiday shoppers this year, consider the following key aspects of your native campaign to ensure your ads find the best audiences at the most relevant moments: Engagement The key to publisher success lies in capturing the reader’s attention through engaging content and ultimately driving subscriptions and/or recurring ad revenue. For an advertiser’s native strategy, it’s no different. We recommend creating engaging ads that reflect the consumer’s interests and the site context, to increase the time that the consumer spends interacting with your branded content. Seamlessness Players like Facebook and Instagram have paved the way for publishers to create seamless content experiences, and ads should follow suit. With the native ad format, the difference between publisher content and branded content is minimal, allowing consumers to browse the web uninterrupted and to naturally engage with content that appeals to them. Content Quality content is the ticket to high engagement on native campaigns. As you start to build a native campaign, focus first on your content, leaving ad collateral as a secondary priority. The content doesn’t need to be directly related to the product or service, but should prioritize presenting your message in an engaging manner, in front of the right audience, and in a trusted context. Chat with your Account Manager or Trading Specialist to use native ads to complement any existing campaign. Spread your brand message in a different way and achieve higher user-engagement levels this holiday season.
With lifetime reporting, look at CPMs by media type or ad format to see what you were paying last holiday season.
Use The Trade Desk’s proprietary Data Alliance segments and premium, deterministic data partnerships to target any demographic and achieve your Nielsen On-Target Percentage (OTP) goals.
Enable Auto-Optimizations for any KPI to confidently reach your goals.
Data with Mark Davenport
AUTO-OPTIMIZATION
ON-TARGET PERCENTAGE
MY REPORTS
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Auto-Opt - Enable Auto-Optimizations for any KPI to confidently reach your goals. INSTR: CREATE NEW SHEET; USE SAME DESIGN AS PMP FROM PAGE 1
Now that your omnichannel campaign is launched and moving your customers down the funnel, use The Trade Desk platform to optimize with data and insights.
Pallavi Yerramilli
Senior Trading Specialist Pallavi Yerramilli has been a member of our team for over two years. Pallavi works closely with agency partners to drive campaign performance, and partners with our analytics team to build data-driven tools to enhance client results. When she’s not working, Pallavi enjoys trying out new recipes, taking yoga classes and reading. Pallavi is sharing her advice on how using The Trade Desk’s Auto-Optimization tool can help advertisers get the most out of their holiday campaigns. Here in the ad tech space, we talk a lot about methodologies. While certain algorithms give engineering merit in a DSP, there is something to be said for the algorithms created to work alongside our agency partners. Earlier this year, our data scientists and engineers worked with several media buyers who use our platform daily, and learned their strategies for building and executing successful campaigns. The key insight that emerged? Manually optimizing campaigns is time consuming. As their most valuable asset, time is truly of the essence for buyers. In an effort to give our users some of their time back, we released a series of products to improve the workflow for media buying, including the Auto-Optimization tool. Don’t worry – turning on Auto-Optimization doesn’t mean shifting your entire campaign into autopilot. We understand that our users know their advertisers and campaigns best, and built Auto-Optimization to give you the ability to decide where you want to manually drive the campaign and where you want the algorithm to do the work, whether for site, supply vendor, or ad format. Here are a few more reasons to enable Auto-Optimization as we head into the busy holiday season: • You’ll always pay the right price. We use market data to ensure you don’t overpay for inventory. • You can optimize more aggressively. Using lookalike modeling data allows you to begin optimizing in the early stages of a campaign. • You’ll never negatively impact your scale through optimizations. Potential spend monitors when it’s appropriate to increase or decrease your bid. • You can extend your campaign globally. Our algorithms have been tested globally across currencies and sites, and can optimize no matter which country you’re targeting and regardless of currency. If Auto-Optimization allows algorithms to apply bid factors and execute optimizations, where does that leave agency traders? It leaves them exactly where they should be: growing their business by drawing deep insights from our robust reporting suite and using that data to inform future campaign strategies. Chat with your Account Manager or Trading Specialist to find out which campaigns are best suited for Auto-Optimization.
Private Buying; Transacting smarter, better, more data driven!
