WEBVTT

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For brands TV is the ultimate influence machine.

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The power of sight and sound paired

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with mass reach has helped advertisers set trends,

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elevate brands, and drive sales for decades.

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But one challenge has long stifled marketers, the inability

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to connect their TV ads to tangible outcomes,

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ultimately making it impossible

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to measure the true value of their TV investment.

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And then came streaming. Today on the Resource desk.

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We'll talk about three measurement capabilities from the

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Trade Desk that give you real time in the moment, insights

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that help you make sense of the new universe

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of streaming data.

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In this video, I'm gonna cover three measurement signals

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that each focus on improving performance

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and control in a specific area.

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First, there's the TV quality index,

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which prioritizes inventory that has been proven

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to strongly influence consumer behavior.

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Next is our quality reach index,

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which helps you narrow in on your target audience

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and score the relevance of everything you do.

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Finally, I'll talk about the retail sales index,

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which unifies measurement across key retailers helping you

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close the loop between your media investment

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and sales in store and online.

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Let's dive into each a bit more TV quality index.

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As a brand, you want

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to create a positive experience setting yourself up

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for success every time you connect with your consumers.

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But fragmentation across screens

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and providers has made it both harder to find users

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and harder to ensure you're reaching those

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consumers against the right content.

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The TV Quality Index helps rate streaming inventory all the

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way from ultra premium CTV to user generated content

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by looking at the quality of the content addressability

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and device type, as well as the ability for advertisers

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to manage who sees their ad and how often.

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This score helps advertisers gain more performance,

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certainty, and control over their investments.

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In a platform wide analysis, we found that

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for every 10 point increase in the TV quality Index,

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our clients average a 15% improvement in performance.

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In other words, when our buyers focus on quality ad

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experiences, they see better results, quality reach index.

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With the rise of new content

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and platforms, it's never been more difficult to predict

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where your audience will show up next.

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To help demystify audience reach

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and help you understand how relevant that reach is,

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we've created the Quality Reach index.

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Let's take a look at how it works.

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Start with what you know about your customers.

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This could be customers who visited your website,

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bought your product, or joined your loyalty program.

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We call this representation of your target customer.

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The seed. The seed can be built from your own first party

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data, such as sales data, CRM lists or site visits,

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or from other signals like contextual data,

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helping you gain unique audience insights

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that help power your media buy.

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Once you've established a seed,

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our platform can begin scoring the quality

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of your reach against those customers.

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This measurement of relevance is the quality reach index.

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By comparing your reach to your seed,

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you can answer questions like,

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how relevant was my broad based demo targeting compared

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to my interest based targeting strategies,

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which geographies seem

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to index most highly against my current customers?

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Or, which devices do my audiences spend the most time with?

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Think about the power that unlocks

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by giving yourself the advantage

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of insights at every impression, every moment,

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and grading the touch points you benefit from a more

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meaningful and targeted approach that's unique

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to your defined data set.

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First party or otherwise.

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Retail sales index fragmentation extends beyond streaming.

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It poses a significant hurdle in measuring sales as well,

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but our new retail sales index makes that easier.

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Before the retail sales index,

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the Trade Desk platform already offered a variety

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of measurement solutions to track online

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and offline sales traditional KPIs and lift metrics.

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So what's new here now,

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we're offering a Emerge retail data dataset

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that connects your ad campaigns to results in a single view.

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To do this, we've aggregated the most valuable retail

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sales data in the world.

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It's deterministic based on verified purchases

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and loyalty programs and covers both in-store

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and online purchases,

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giving brands more insight than ever into

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how their ads are driving sales outcomes.

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So if your brand is looking to supplement first party data

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with retail data, this will provide consolidated

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and digestible insights that lead

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to better investments and more growth.

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For companies that don't have access to first party data,

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like many large CPG brands, the opportunity is even greater.

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It unlocks more actionable insights

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and gives you the context needed

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to optimize campaigns on your own.

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Or using our AI KOA with these new measurement signals,

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we're helping our clients understand relevance, performance,

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and quality in ways that have never

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before been possible,

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including in the fast emerging world of streaming tv.

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Wanna see them in action?

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Talk to your account manager to see some case studies

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or start putting them to work in your campaigns today.