WEBVTT

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If you're like most people,

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your TV is connected to the internet.

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You stream your favorite content across several providers

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and publishers, which means you've likely fallen victim

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to the dreaded ad over exposure.

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And if it's happening to you, it's happening

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to your customers too today on the resource desk.

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Why consolidating and managing ad frequency

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with connected TV is one

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of the most important things you can do.

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Welcome to the first video in our series on connected TV.

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Today, I'll discuss three of the most common drawbacks

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of more traditional connected TV buying

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and how we're helping to resolve them.

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First, there's a general lack of audience targeting.

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Think of it like going

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to the grocery store without a shopping list.

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You'll probably come home with some of the stuff you needed,

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a bunch of stuff you didn't,

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and even a couple things you already had.

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The same goes for your CTV buys,

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but instead of a shopping list, it's your first

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and third party audience data.

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When you buy publisher direct

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or programmatic guaranteed, you can't apply

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that data to your campaigns.

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And what's worse, you leave all the control in the

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publisher's hands, so there's a good chance you're wasting

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precious ad spend reaching people

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who have already purchased your product

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or those who have no interest in it at all.

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But with the Trade Desk, you can apply that data directly

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to your campaigns and get a bird's eye view

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of every audience your campaign is targeting,

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helping you reach the right one every time.

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The second big limitation of both the direct buying

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and programmatic guaranteed models is the lack

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of holistic frequency control.

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Imagine that you're a serial brand.

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Now, your breakfast loving audience watches content on many

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different platforms and devices, right?

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But because of fragmentation

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and lack of visibility across publishers,

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you're never quite sure

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how often they're seeing your new cartoon spokesperson.

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They might see it once, twice,

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or they might see it so many times that the mere thought

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of hearing your jingle again, keeps them up at night.

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Not the best. Look for your brand in a single show.

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Your viewer can be served an ad by the content owner,

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the app, and the device based on three different ad buys

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multiple times each, but the trade desk is different.

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Here. You can reach your most valuable audiences across all

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screens and devices and control exactly

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how often they see your ads down to the month, weekday,

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hour, and even minute.

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By not wasting budget overs saturating the same people

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with your ad, you can use that extra capital

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to reach new viewers instead.

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And the third limitation, the lack of

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insights prevents value-based decisioning.

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Let's say you're selling cars luxury minivans, to be exact,

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that's a pretty specific customer,

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probably a commuter from a suburban area

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with a larger family.

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But when you buy direct

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or programmatic, guaranteed,

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every viewer is set at equal value regardless of profile,

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performance or previous ad exposure.

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That means you pay the same price for everyone

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who sees your ad, whether it's a 20 something student

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who rides the bus, or a 65 plus retiree

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who just bought a new sports car with the Trade Desk,

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you can adjust your spend based on your preferred audience

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instead of paying the same price for everyone.

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You can pay the right price based on

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how much you value each viewer.

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And when you don't overspend on these folks,

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you can reinvest those dollars to reach more of these folks,

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ensuring that every ad you run actually adds value.

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Viewers are turning to CTV and droves,

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and it's a huge opportunity for Pioneer Brands to rethink

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what is often the largest part of their advertising budget.

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The Trade Desk has a unique advantage in this space

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because we partner

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with all major ad supported streaming services.

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We have the largest unobstructed view

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of your audience across the publisher ecosystem.

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Here you can get the clearest picture of

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where your ads are running, where they overlap,

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where they can be improved,

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and how you can adjust your media spend

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to make every dollar count just a little bit more.

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Thanks for joining me today on the Resource Desk.

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Check back later for even more helpful videos on CTV Reach,

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identity and the future of the open internet.

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Bye now.