The Trade Desk positions open internet as a key for marketers in new campaign, Marketing & Advertising News, ET BrandEquity

 A still from the brand campaign film
A still from the brand campaign film

Independent media buying platform, The Trade Desk has launched a new campaign in India. ‘What Matters’ is its inaugural brand campaign for the country after the platform announced its launch in June last year.

The campaign aims to highlight the relevance of an open internet, which is a compelling alternative for marketers to reach their target audience in new ways, measure campaign performance objectively, and for publishers to fully monetise their content.

Tejinder Gill, general manager, The Trade Desk, India said, “We believe the internet is an open marketplace of ideas, content, and commerce. This campaign will help us drive greater awareness to educate brands and media agencies in India about the value of digital advertising on the open internet.”

It captures the insights that an open internet holds immense opportunity for modern marketers who want to tap into the myriad advertising choices and channels available to them. It focuses on one of the important pillars for marketers – reach.

“The campaign reflects just that – because the open internet matters. It enables our advertising clients to power the content we all enjoy – whether it’s trusted journalism, apps, or the growing world of over-the-top (OTT) and connected TV (CTV). Specifically, this campaign will help drive awareness on how brands can leverage the thriving open internet to reach their target audience meaningfully across the open internet,” Gill said.

He added that the launch comes at a time when the vitality of the open internet is more important than ever. There are growing concerns about the lack of transparency of large tech platforms. Growing areas of concerns include measurement, objectivity and reach. The idea that the open internet represents a compelling alternative feels more relevant than ever, gaining vocal support from some of the world’s leading advertisers and content providers.

Explaining why reach is so important for marketers, Gill shared that to maximise ROI on ad spends, a campaign must reach the largest possible number of the brand’s target audience. Relevance is key here. A campaign is effective only if it is delivered to the right audience, at the right time, on the right device and channel.

Elaborating on the insights behind the latest communication he explained India is one of the largest and fastest-growing markets for digital consumers. Unsurprisingly, digital is now the lead vehicle for India’s advertising spend. “As digital continues to take a quantum leap in 2022, we are here to help marketers take full advantage of the opportunities that the open internet has to offer, and OTT is one of the fastest-growing channels on the open internet.”

Watch the film here;

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