TTD：广告主正在加码智能电视大屏广告投放

Core Insights - The Trade Desk (TTD) highlights that Connected TV (CTV) advertising is becoming a new driving force in global brand marketing, with 94% of advertisers reporting that CTV ad performance meets or exceeds expectations [1][2] Group 1: CTV Advertising Trends - Advertisers are significantly increasing their investment in CTV advertising as demand for high-quality digital content surges globally [1] - TTD's analysis indicates that brands need to move beyond short-term traffic thinking and adopt a comprehensive marketing strategy through CTV and other Open Internet channels to build deep emotional connections with high-value audiences [1][2] Group 2: Brand Evolution - Chinese brands are undergoing a transformation in their international strategy, moving from a focus on OEM and short-term sales (1.0 phase) to establishing brand identity (2.0 phase), and finally to valuing brand assets and long-term brand building (3.0 phase) [1][2] - Brands that have engaged with TTD to utilize CTV and other advertising channels have gained more flexibility and stronger bargaining power in uncertain external environments [2] Group 3: Long-term Brand Investment - The core advantage of high-quality internet advertising lies in the ability to integrate brands into content scenarios, enhancing trust and purchase intent among consumers [2] - As globalization deepens, Chinese brands are transitioning from "product export" to "brand export," with long-term brand investments providing them with greater market resilience [2]