View Video and Read Article Here
The Trade Desk and Ad Age ran a smart native advertising placement- the focus was a video that highlighted smart devices specifically, and how brands should demonstrate the value that the product will bring on a daily basis for the user to make their lives better/easier. Take what makes a product attractive, leverage that data, and make it a service or better product that people rely on. Then, you’ll get more data on how people use it, and improve upon it. “What is this going to DO for me vs. what is the brand going to SAY to me”.
Why It’s Hot
I found this interesting for two reasons:
1.) It demonstrates how agencies/advertisers should leverage a product (in this case, smart devices) to show long term value to a consumer. E.G. Instead of demonstrating just advertising a new electronic lock that a company has, demonstrate how it keeps your family safe on a daily basis.
2.) The Trade Desk used this as a smart native ad to demonstrate how they could provide value to advertisers: a.) to get the data to help power this thinking, via their Data Management Platform (DMP) and b.) act on it via their Demand Side Platform (DSP).