WEBVTT

1
00:00:00.305 --> 00:00:02.765
For auto brands, reaching new audiences

2
00:00:02.825 --> 00:00:03.965
is a constant challenge.

3
00:00:04.765 --> 00:00:06.645
Customers are only in the market for a short time

4
00:00:06.865 --> 00:00:08.725
and wait years between purchases

5
00:00:09.645 --> 00:00:12.085
'cause of that, automakers have come to accept a lot

6
00:00:12.085 --> 00:00:14.925
of waste in their TV budgets, reaching viewers

7
00:00:14.985 --> 00:00:16.765
who have no immediate interest in their

8
00:00:16.765 --> 00:00:18.605
product, but not Ford.

9
00:00:19.745 --> 00:00:22.525
I'm Damien Fowler, senior editor at the Trade Desk.

10
00:00:22.945 --> 00:00:25.725
In this series, we are unpacking the different ways our

11
00:00:25.725 --> 00:00:26.845
clients see success.

12
00:00:27.735 --> 00:00:31.245
Today we'll show you how Ford harnessed connected TV

13
00:00:31.665 --> 00:00:34.045
to turn a challenge into a success story.

14
00:00:37.765 --> 00:00:41.465
By leaning into connected tv, the iconic automaker is able

15
00:00:41.465 --> 00:00:44.825
to target active cash offers only whether they're first time

16
00:00:44.825 --> 00:00:47.905
buyers just off a lease or any other type of buyer.

17
00:00:48.405 --> 00:00:50.905
To find out more about their strategy, I sat down

18
00:00:50.905 --> 00:00:54.025
with Natasha limus, head of advertising Technology at Ford.

19
00:00:54.325 --> 00:00:56.225
And Matt Martin, VP

20
00:00:56.225 --> 00:00:59.665
of Programmatic at Axxis Ford's Media Agency.

21
00:01:00.405 --> 00:01:02.785
At Ford, we believe in an audience first approach.

22
00:01:03.085 --> 00:01:05.305
So we built our own custom audiences

23
00:01:05.405 --> 00:01:07.825
to ensure our ads are only reaching people

24
00:01:07.885 --> 00:01:09.665
who are already in market for a new car.

25
00:01:10.295 --> 00:01:13.425
It's all part of Ford's scalpel approach to connected TVs

26
00:01:13.425 --> 00:01:16.865
as Natasha, and it looks a lot different from the mass

27
00:01:16.865 --> 00:01:19.105
market strategy of traditional tv.

28
00:01:19.765 --> 00:01:22.385
Our focus is to take out as much waste as possible

29
00:01:22.645 --> 00:01:24.785
and only go after the people we know that are interested

30
00:01:25.125 --> 00:01:27.425
and give them a message that's relevant to the time

31
00:01:27.565 --> 00:01:28.745
and the place that they're in.

32
00:01:29.565 --> 00:01:32.105
So with Connected tv, Ford can narrow in on customers

33
00:01:32.165 --> 00:01:34.745
who are already in market for a new car,

34
00:01:35.205 --> 00:01:37.665
but it also helps them reach audiences they couldn't

35
00:01:37.665 --> 00:01:38.865
reach on linear tv.

36
00:01:39.285 --> 00:01:41.625
And it turns out there are quite a lot of them.

37
00:01:42.525 --> 00:01:45.145
By tapping into the Trade Desk's partnership with Ipot,

38
00:01:45.525 --> 00:01:46.865
we learned that 48%

39
00:01:46.865 --> 00:01:49.025
of the connected TV households were incremental

40
00:01:49.025 --> 00:01:50.545
to our linear TV campaigns.

41
00:01:51.015 --> 00:01:55.185
Another benefit Connected TV gives Ford more control over

42
00:01:55.255 --> 00:01:57.225
frequency who sees their ads

43
00:01:57.225 --> 00:02:00.705
and how often that means fewer wasted impressions for Ford

44
00:02:01.085 --> 00:02:03.305
and a better experience for viewers.

45
00:02:03.755 --> 00:02:07.065
Learn more about Connected tv@thetradedesk.com.