What was the role of digital within the media mix?
The Trade Desk’s VCR tool uses an algorithm that responds by incorporating historical platform-wide video data across a variety of targeting parameters to boost performance.
In addition, its Koa™ Auto Optimization tool helped push spend towards publishers and sites that were performing well. This artificial intelligence tool is built on The Trade Desk’s massive data set to help media buyers and traders harness data patterns efficiently, bringing data-driven learnings to the forefront of advertising strategy.
Meanwhile, The Trade Desk’s AutoAllocator product was used to prioritise highest-performing ad groups, without the need for manual monitoring and adjustment.
Video completion rate (VCR)
Cost per completed view
Zenith achieved an impressive VCR of 72%.
Unique reach of the targeted demographic was 355,000 people. Additionally, the agency achieved a cost per completed view of £0.02.
In a sentence...
Pharma brand exceeds campaign goals thanks to automated demographic targeting, achieving a VCR of 72%.