Marketing Channels - Trade Desk
As of 2015, Trade Desk's marketing and sales budget was $26.79 million, and a report by the company observed that its marketing efforts focuses on growing awareness for the company, supporting the sales team, generating new leads, and launching thought-leadership campaigns. Unfortunately, there is no information in the public domain, providing insights into the most significant marketing channels the company uses for marketing purposes.
Helpful Research Findings
Trade desk's marketing efforts
- According to a report by Trade Desk, its marketing efforts are focused on increasing awareness for the brand, executing thought-leadership initiatives, supporting the sales team, and generating new leads.
- The company seeks to accomplish its marketing objectives by presenting at industry conferences, hosting client conferences, publishing white papers and research, public relations activities, increasing social media presence, and advertising campaigns.
- A report by Cleverism observed that Trade Desk does not maintain exclusive relationships with advertising agencies and depends on agencies as intermediaries to reach high-profile advertisers and companies.
- Trade Desk makes sales through a dedicated direct sales and marketing organization, which works with clients directly and are organized by geographic region.
- Regarding customer relationships, Trade Desk make sales through its direct sales and marketing force, which consults closely with clients to offer the most appropriate services suited to their individual needs.
- In 2015, the sales and marketing costs by Trade Desk totaled $26.79 million.
- As of 2017, approximately 20% of Trade Desk's revenue went to the operating budget for sales and marketing.
Partnerships and collaboration
- Trade Desk partners with Baidu Exchange Services, Baidu-owned video platform, iQIYI, Tencent Social Ads, and Alibaba-owned video platform, Youku, according to The Drum, which creates inventory access across mobile, display, native ads, and video marketing campaigns for the company.
- The company formed a strategic collaboration with mobile analytics specialist, Pinsight Media, to improve the accuracy of its carrier data targeting capabilities, as per a report by The Drum.
Using print ads to market
- According to a report by Fool.com, Trade Desk runs traditional print ads in The New York Times, The Wall Street Journal, as well as the San Jose Mercury News
- The print ads by Trade Desk spotlights the company's data-driven value proposition for marketers, which helps the ad-buying platform witness surging growth as advertisers ramp up their spending on the platform.
Trade Desk ON SOCIAL MEDIA
- Followers on Facebook: 4,230.
- Followers on Twitter: 10,600.
- Followers on Instagram: 1,352.
- Subscribers on YouTube: 629.
We started by researching the company's website scanning sections like press releases, company blogs, media articles, investor relations, annual reports, and SEC Filing reports. This investigation revealed a report by the company providing insights into its marketing efforts are focused on increasing awareness for our brand, executing thought-leadership initiatives, supporting our sales team, generating new leads, and other activities related to sales and marketing. From here, we identified some channels they use for marketing; unfortunately, there was no info on the success tied with each channel and any other insights for these channels.
Therefore, we proceeded to examine reports by credible external portals including, Forbes, Cleverism, Crunchbase, Bloomberg, and others. Still, reports on these portals covered the company profile and the new products they are bringing in. The report by Cleverism provided some sales and financial info about Trade Desk, but nothing on the required subject.
Our next strategy was to take a deep dive into websites like Moat, iSpot TV, and others where ads posted by each company are found. The idea here was to find any information such as the number of views, reach and impressions on Trade Desk's digital and TV ads. Moat only provided examples of some digital ads by Trade Desk, but no additional information such as the number of views, reach, and impressions were available through the same. Also, our research through iSpot TV and YouTube did not render any info relevant TV ads for Trade Desk.
Then, we moved on to checking info on Socialbakers, and the company's pages on Instagram, Facebook, and Twitter with the hope to find some info on the major marketing channels they use and the success tied to it. The idea here was to find any indication of whether Trade Desk prefers or makes use of these social media channels. However, their social media pages only provided information on the posts shared by the company and did not provide any information on how the company relies on different social media channels.
Our last strategy was to check the data on the various marketing awards that are presented to many companies worldwide annually. For this, we checked sources like AME Awards, MarCom Awards, The Stevie Awards, The Adrian Awards, and others expecting to find at least one award won by The Trade Desk on a major marketing channel that drove success for them. Still, none of these sources had any mentions of any awards given to The Trade Desk and had info on other companies winning various titles within the advertising industry.