The Trade Desk (TTD) and agency Walrus are hoping to help people understand the abstract world of programmatic advertising with the "Missed Connections" campaign.
TTD says this is a first-of-its-kind campaign because it aims to bring personality to an extremely complex topic. Programmatic advertising and ad-tech companies are not coming out with advertising initiatives.
The creative features a polka-dot loving woman who keeps “missing” the programmatic ads around a pair of pink polka-dotted pants, despite several attempts to get her attention.
She misses the ad because her tablet battery dies and she has to answer her doorbell right before the ad hits her flat-screen. The spot ends with TTD saying: "We bring people and ads together."
The paid media campaign runs across digital video, connected TV and native video.
TTD is also retargeting those viewers with a display campaign. This strategy serves as proof of concept. If it works, it would demonstrate to potential clients that TTD has an effective platform.