While the planner doesn’t just turn on and run by itself, it helps clients think more deeply about their campaigns and refine their KPIs, Stempeck added.
The campaign planner can show how different priorities would impact in-flight optimization. It could help a brand decide whether to consolidate budgets in the best-performing locations or spend more to boost awareness in underperforming markets. Or it could help a marketer decide whether it’s better to appear next to relevant media content or any media that overindexes for its target audience.
The campaign planner will also suggest potential channels to add to the media mix.
Many brands are heavy online video advertisers but have no budgets or plans for connected TV campaigns. In those instances, Stempeck said, the planner tool gives The Trade Desk and its agency clients a stronger case during strategy stages to consider new, high-performing channels.
“We saw with mobile how long it took media dollars to track consumer adoption, and it was very profitable for companies that took advantage of that,” Stempeck said.
And streaming audio channels like Pandora and Spotify are other examples of already popular consumer hubs with strong branding ROI that’s undervalued because marketers lag consumers, he said.
The new services are all free add-ons for The Trade Desk clients. “We figure the more they spend this way, the more they’ll spend programmatically overall,” Stempeck said.