We’re starting into 2018 using a series that appears forward to our next 12 months and features insights from our leading partners. Now’s expert: The Trade Desk’s Chief Client Officer Brian Stempeck*.
* Please be aware that all answers will be the personal opinions of the interviewee, no matter their employer.
What’s the most exciting thing that happened to a company in 2017?
I am most proud of our deal with White Ops, at which we filter out deceptive advertisements until they reach our platform. Internally, when we speak about market quality we sometimes use the analogy, “When you are running a current market, do not put outdated milk on the shelves” Nevertheless, when it has to do with fraudulent inventory, our industry to continue the metaphor — essentially tells advertisers, “Oh, why you purchased poor milk? It’s possible to return it” We do not think that is fine enough. Consumers do not want to buy bad milk, and advertisers do not want deceptive advertisements. We want to keep poor excellent ad inventory off of our shelves in the first location.
What do brands need to have mastered 2017 to be ready to compete in 2018?
- I think brands are still considering fixed CPMs too much when they buy media. The beauty of programmatic is paying a different price based on everything you know more about the audience, or the advertising inventory. If I could show a customer an ad on a Connected TV, and I’ve really very good audience data, I must be prepared to cover a higher CPM, because the advertiser, then I’ve a more efficient campaign. Higher CPMs also indicate that the content owner or system can show fewer advertisements and make the exact same amount of money , or more. And the advertising is more relevant to your customer. If we remain in the world of, ” Well, I want audience targeting, but a lower CPM than that I had earlier,” it will not work.
- Advertisers need to secure more comfy with large data. We now look at 9 million advertisements per second worldwide. We’ve got log-level data on each belief purchased. This can be hugely valuable info on your clients which we may share together : “Here will be the 72 advertisements someone saw on three unique devices before they purchased your product” That’s hugely enlightening. But some of our customers do not yet possess the infrastructure to ingest this scale of data.
What do you see as the major trends in your business for 2018?
Mobile has been and can continue to become enormous for The Trade Desk, and the entire industry. Mobile (In-App, Video, and Internet) increased to 40 percent of total invest on our platform for Q3 2017. Spotify, in-app, and location targeting are all areas of expansion. And we are seeing rapid growth in Southeast Asia and other markets where cellular comes first, and what else is a rounding error.
What if brands concentrate on this coming year to keep ahead of competition?
Offline attribution. The huge majority of digital campaigns continue to be based on targets like CTR, CPA, GRP. Why? The metrics used to determine a campaign’s success need to evolve with the measurement abilities technology today offers. If you can tie your campaign for laundry detergent into actual sales of laundry detergent, that is the holy grail for a contributor. The technology is there, but marketer habits are still evolving.
If you could spend $50 million in the most promising forthcoming technology in your business (out of your own company), what would you purchase?
Cross-device targeting and measurement. Consumer behavior is fragmented across devices. It is truly difficult to become a marketer now. We’re actively investing in this region, with our latest purchase of cross-device ID company, Adbrain, and our continuing investment to permit deterministic cross-device data collections. We want to aid brands tell stories throughout devices, after that have the information to know what stations functioned best.
If you could spend $50 million in the most promising forthcoming technology in marketing (out of your own company), what would you spend money?
I would purchase one of those new content solutions popping up, like Cheddar. They are reinventing the news for today’s audiences. The barriers to entry to content creation are so low today — I think there will be many more companies like this master Connected TV in the identical way that CNN directed the invention of the cable news category.
What large shift in your products or services is going to be a game changer in 2018?
In ancient 2018 we’ll start a cross-channel planning tool. Programmatic is getting larger and getting less of one line online program. Also, people are purchasing on so many different stations on our platform today and they are thinking more about cross-channel measurement and frequency and reach. Our cross-channel planning tool can help media planners determine where to invest. Since we appear at 9 million advertisements per second round the world wide web, we could do very innovative analysis of what an advertiser’s current customer base is doing. That way, they could plan out the press buy with deep insights, until they actually spend a penny on websites.
What’s just one ‘reach-for-the-stars’ innovation that you’d like to see in the next five decades?
I’d like to see the difference between creative content and programmatic capabilities narrow a bit. Creative teams need to be more data-driven and experiment with audiences to find new methods to engage with customers. Marketers must dream new, innovative campaigns to take advantage of their reach, targeting, and more management that programmatic offers. Too often today, the accuracy of the media execution far outweighs that of the creative.
As Chief Client Officer for The Trade Desk, Brian manages all of the company’s connections with brands, advertisers and agencies. Stempeck contributes The Trade Desk’s New York City office and specializes in teaching agencies about the evolving world of real-life bidding, and helping them develop and manage online advertising and marketing strategies for customers.
Read more 2018 predictions from 3Q Partners and Pros by clicking.
source http://wz2s.net/2018-digital-marketing-predictions-from-the-trade-desks-brian-stempeck/
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