One of the more prominent publicly-traded ad-tech companies, The Trade Desk, imitated ‘The Big Short’ in a new campaign explaining ad-tech
Share to twitterThe Trade Desk's new campaign uses humor in a consumer-friendly TV spot to describe ad-tech andOne of the more prominent publicly traded ad-tech companies is using a tactic from the movie “The Big Short” to explain the complexities of digital advertising. But instead of Margot Robbie explaining credit default swaps in a bubble bath, imagine kids with candy critiquing the Internet’s “walled gardens.
According to Sarah Watson, global chief strategy officer at BBH, “The Big Short” was the perfect inspiration and reference for figuring out how to explain something that’s complex in a “fun, simple, analogous way.” When the biographical drama about the subprime mortgage crisis was released in 2015, many praised it for its unconventional techniques of storytelling to explain complex financial tools.
A second spot uses Halloween to talk about “walled gardens’’ like Google and Facebook—a sticking point for many marketers because of the confines of each platform. Without ever naming a company explicitly, the ad attempts to illustrate the world beyond walls often referred to as the"open internet," where marketers can reach people via ads on countless websites and apps.
What’s creative about the campaign isn’t just the ads themselves, but also their delivery. It’s a classic case of eating your own dog food—or in The Trade Desk's case, candy corn. That’s because the company is using the rapidly growing media sector of connected TV advertising to reach a B2B audience with programmatic ads that have the look and feel of a mainstream TV spot.
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