CTV Advertising. Can TTD Lead the Way with Neuromarketing?

Term Paper , 2022 , 14 Pages , Grade: 1,0

Communications - Public Relations, Advertising, Marketing, Social Media

The Trade Desk (hereinafter TTD) is a global technology firm with a focus on real-time programmatic marketing automation solutions, goods, and services, TTD identifies the main challenge on how TTD should work with significant TV platforms and pro- viders to help drive this culture change among advertisers. A potential for marketers has arisen as a result of the emergence of CTV. More influential platforms, including Netflix, Disney, and HBO Max, have lately committed offering discounted subscriptions in return for a few minutes of ads between series and movies. The promise of highly targeted, data-driven ad impressions for TV, which is frequently the largest campaign component, has replaced the conventional "upfront" approach where marketers commit billions in advance with no clear notion of who will see their ads.

To delve into this problem and narrow it down to finally come up with a more detailed research question, the "peal the onion" approached was used. The funnel process within the framework of this research entails current data and its outlook of the ads market both for traditional as well as CTV ads, a breakdown of both advertisement methods, its bidding/allocation processes, differences as well as its ad- and disadvantages are explored. Furthermore, the significance of data collection opportunity for CTV ads and problems that might arise with it are discussed, addition- ally to opportunities and risks that could emerge with this new shift to CTV ads, before finally ending in the research question "Can TTD revolutionize CTV advertising through neuromarketing and establish itself as the leading software platform for CTV platforms by displaying highly personalized ads to each unique user?" Even though the current CTV advertising already provides promising metrics to measure the success rate of the respective advertisements, ads are only dis- tributed to the according series and movies, rather to the user him-/herself. Thus, if TTD would establish a solution, to be able to show specific ads to specific users the value, both quantitative (ROI) and qualitive (visiting the website, shopping the product) will increase significantly.

Table of Contents

• Introduction and Problem Statement
• Market research
• Description of Problem and Significance of data collection opportunity
• Opportunity and Risk Assessment
• Concluding Discussion
• Personal Reflection
• References
• Appendix
• Appendix 1: The Trade Desk: an overview
• Appendix 2: Distribution of how people watch TV in 2022
• Appendix 3: Framework for evaluating growth problem worth solving.
• Appendix 4: List of potential external people from the authors

Objectives and Key Themes

This assignment explores the potential for The Trade Desk (TTD) to revolutionize Connected TV (CTV) advertising through the use of neuromarketing. It examines the current state of CTV advertising, highlighting the advantages and limitations compared to traditional TV advertising. The assignment aims to identify opportunities for TTD to leverage data and neuromarketing to personalize ad experiences and establish itself as a leading platform for CTV platforms.

• The transition from traditional TV advertising to CTV advertising
• The potential of neuromarketing in CTV advertising
• The opportunities and challenges associated with data collection and personalization in CTV
• The growth of CTV advertising and its implications for advertisers
• The potential impact of TTD's neuromarketing solution on the CTV advertising landscape

Chapter Summaries

• Introduction and Problem Statement: This section introduces The Trade Desk (TTD) and its focus on real-time programmatic marketing automation solutions. It outlines the problem of how TTD can work with major TV platforms and providers to drive a cultural shift among advertisers toward CTV advertising. The section highlights the emergence of CTV as a preferred method for accessing entertainment content and the potential of highly targeted, data-driven ad impressions. It also uses the “peel the onion” approach to narrow down the problem and develop a specific research question.
• Market research: This chapter explores the current landscape of CTV advertising, contrasting it with traditional TV advertising. It analyzes the growth of CTV and OTT video consumption, outlining the benefits and drawbacks of both approaches. It discusses the limitations of traditional TV advertising, including higher upfront expenses, lack of measurement, and declining viewership. The chapter further delves into the advantages of programmatic advertising, highlighting its efficiency and potential for targeted advertising through data collection and analysis. It also explores the use of first- and third-party data for audience targeting and the key reporting metrics available through CTV ads.
• Description of Problem and Significance of data collection opportunity: This section examines the challenges and opportunities related to data collection and personalization in CTV advertising. It discusses the balance between providing tailored ads and ensuring user privacy, outlining the limitations of data collection due to privacy concerns and the need to comply with Consumer Data Privacy Laws. It also explores the significance of contextual targeting capabilities and the challenges of inventory standardization, CTV fraud traffic, and limited video access for data providers.
• Opportunity and Risk Assessment: This chapter highlights the rapid evolution of the advertising industry toward digital platforms, particularly CTV. It discusses the projected growth of global digital ad spending and the significant increase in CTV ad spending by 2025. It analyzes the opportunities for TTD to capitalize on this growth, focusing on its potential to leverage data and neuromarketing to enhance CTV ad experiences. It also acknowledges the risks associated with data privacy concerns and the need for TTD to navigate these challenges effectively.

Keywords

This assignment focuses on the key concepts of Connected TV (CTV) advertising, neuromarketing, data collection and personalization, programmatic advertising, and the growth of digital advertising. It explores the potential of TTD to revolutionize CTV advertising by leveraging data and neuromarketing to personalize ad experiences and establish itself as a leading platform for CTV providers. These concepts are further articulated through the analysis of various market research findings and industry trends, highlighting the significant opportunities and challenges within the evolving CTV advertising landscape.

• College: Hult International Business School
• Grade: 1,0
• Author: Anonym (Author)
• Publication Year: 2022
• Pages: 14
• Catalog Number: V1348583
• ISBN (PDF): 9783346859617
• ISBN (Book): 9783346859624
• Language: English
• Tags: advertising, lead, neuromarketing