Core Insights - The Trade Desk (TTD) highlights the rapid rise of premium internet centered around Connected TV (CTV) globally, driven by increasing consumer demand for high-quality digital content [1] - TTD emphasizes that for Chinese brands, this trend offers a new opportunity to establish a trustworthy international brand image through immersive experiences on premium content platforms [1] - The global CTV advertising market is experiencing significant growth, with 41% of UK consumers subscribing to new streaming services last year and 44% of US consumers significantly increasing their streaming TV content consumption [1] Industry Trends - Advertisers are significantly increasing their investment in CTV advertising, with global CTV ad revenue projected to grow by 20% in 2024, reaching a record $35.2 billion, and expected to further increase to $46.3 billion by 2026 [2] - The shift in the advertising market necessitates brands to adopt more refined and coordinated strategies to stand out in a competitive landscape, aligning with consumer demand for seamless brand experiences [2] - Research indicates that a highly connected omnichannel strategy can enhance user attention by 1.4 times, emotional connection by 1.9 times, and significantly reduce cognitive fatigue by 2.2 times [2] Channel Strategies - Different channels play distinct roles in a coordinated omnichannel strategy, with CTV enhancing brand storytelling through immersive visual experiences, audio ads increasing attention in multitasking scenarios, and digital out-of-home (DOOH) ads capturing attention through strong visual impact [2] - The emotional connection effect of DOOH ads can increase by 5.3 times when used in conjunction with audio advertising [2]

在第五个 "中国品牌日" 来临之际，广告科技公司 The Trade Desk（纳斯达克：TTD，以下简称 TTD）在沪发布的调研显示，以智能电视大屏（CTV）为核心的优质互联网正成为全球品牌营销新引 擎。 TTD调查显示，94%的广告主认为，CTV广告投放效果达到或超出了预期。广告主正大幅加码CTV 广告投放。 TTD 中国区资深业务拓展总监吴昱霖分析，全球消费者对高质量数字内容的需求激增，催生了以 CTV 为代表的优质互联网生态。"当 ' 曝光 ' 不再等同于 ' 影响 '，中国品牌需要跳出短期流量思维，通 过 CTV、数字户外、新闻媒体等 Open Internet （开放的互联网广告生态）渠道构建全场景协同的营销 策略，与海外高价值受众建立深度情感联结。" 吴昱霖分享了中国品牌出海经历三次范式转换：在1.0阶段，品牌出海主要以OEM代工为主，核心 是"卖货"，通过买流量实现短期转化；2.0阶段开始建立品牌标识，但依然以"价廉物美"为卖点；直到 3.0阶段，企业才真正开始重视品牌资产，走上长期品牌建设之路。 也正是在这一阶段，品牌开始与TTD深入合作，通过CTV、数字户外广告、新闻媒体等Open Int ...