360 CAMPAIGN
Powering the future of
media buying
To promote The Trade Desk’s latest platform OS, Kokai, we turned the spotlight on the unsung heroes of advertising — media buyers (aka “traders”).
These spots are all about where they see the future of advertising technology going, which just so happens to line up with our software upgrade’s core value props.
Creative channels
CTV / OLV, Web, Paid Social, Email
Going global
We filmed 18 traders in 4 languages across our NAMER, EMEA, and APAC campaigns. We shot on location in NYC, London, Sydney, and Singapore, to create more than a dozen :30 paid spots and two :90 films.
Traders came from some of our biggest clients — and agencies — in the world. And every answer you see is an authentic response from interviewees. We didn’t use a single teleprompter.
Clients featured
OMG, Dentsu, Kinesso, Publicis Media, VML, Strat Agency, GroupM, Havas Media Network, Hearts & Science, Wise, Zenith Media, Ovative, MINT Square, HP
Check out a few of the spots below.
My role
From developing strategy to directing talent on set to sitting in the edit bay, I brought this 360 testimonial campaign from soup to nuts.
Strategy
Concept Development
Scripts & Copy
Directing
Pre-production
Post-production
Impact
We exceeded campaign benchmarks, increased platform spend, and drove adoption of Kokai with this highly targeted campaign.
Key metrics
14.4MM completed video views
35% higher VCR than benchmark
21% higher site visits than goal
300+ traders engaged through live events
*NAMER mid-campaign performance
The Trade Desk
Ryan Davis
Evan Lambert
Nicolas Bebout
Production
Irresistible Studios