Getting 99% of our target account list in Australia tuned into programmatic audio
The Trade Desk x Audio: ABM Campaign
Business Challenge
Audio advertising is growing in Australia — an opportunity for integrated ad platforms like The Trade Desk. However, most brands and agencies are buying direct deals with audio publishers.
Market Insight
Brands already know the benefits of advertising on audio. What they don’t know is how programmatic audio can actually do a lot more for their campaigns.
Brand Proposition
We positioned The Trade Desk as the only platform that lets them advertise across all of Australia’s top audio publishers, not just one.
Messaging Strategy
Audio with single publishers:
Buying media based on ad placements
Audio with The Trade Desk:
Buying media based on audience segments with data-driven targeting
As the lead copywriter on this project, I identified the differences between audio with single publishers vs The Trade Desk. These points would become the base of the campaign’s 3 key messages, layered with data points from relevant reports by The Trade Desk.
Key Message #1
Reach the right audience with data-driven targeting
Audio with single publishers:
Access to 1 publisher’s premium inventory
Audio with The Trade Desk:
Access to multiple publishers’ premium inventory on one platform
Key Message #2
Engage Aussies across all the top audio platforms
Audio with single publishers:
Drive impact with an audio campaign
Audio with The Trade Desk:
Amplify campaign impact with audio using an omnichannel strategy
→
→
→
Key Message #3
Drive ROI with audio in omnichannel campaigns
The Results
99% of priority brands engaged
4.52M impressions delivered
96% video completion rate
373k video completions
