Core Insights - The Trade Desk (TTD) emphasizes the rapid rise of high-quality internet centered around Connected TV (CTV), which enhances brand engagement and consumer trust [1][2] - TTD's strategy focuses on creating immersive experiences to capture consumer attention and improve purchase intent [1][2] Industry Trends - CTV is becoming increasingly prevalent, with 41% of UK consumers and 44% of US consumers significantly increasing their streaming service subscriptions and viewing time, respectively [2] - The global CTV advertising market is projected to reach a record $35.2 billion in 2024, growing 20% year-over-year, and is expected to rise to $46.3 billion by 2026 [3] Advertising Ecosystem - High-quality content platforms contribute nearly 50% of the Open Internet advertising revenue, showcasing their central role in the global advertising market [3] - 94% of advertisers report that CTV ad performance meets or exceeds their expectations [2] Brand Strategy - TTD observes a shift in Chinese brands' approach to international marketing, moving from a focus on ROI to brand storytelling and awareness [4][5] - The three key elements for successful brand globalization are brand building, precise targeting, and long-term value [5] Market Focus - TTD is concentrating on industries such as consumer electronics, smart home, gardening, and cultural exports, aligning with the trend of brands transitioning from a volume-based to a brand-centric approach [6]

Core Insights - Chinese brands are accelerating their global presence, with advertising and marketing evolving as key tools for brand communication, especially in the face of external uncertainties like trade friction and tariff fluctuations [1] - The evolution of Chinese brands' globalization strategies is shifting from OEM and low-cost offerings to a focus on brand asset development, emphasizing long-term investment in brand exposure [1][2] - The Trade Desk (TTD) highlights that CTV (Connected TV) is becoming a central element in high-quality internet marketing strategies for Chinese brands, driving their global development [1][3] Group 1: CTV's Rise and Global Advertising Landscape - CTV is rapidly penetrating global households, with 41% of UK residents and 44% of US residents significantly increasing their streaming service subscriptions and viewership [3] - 94% of advertisers recognize that CTV advertising meets or exceeds their expectations, indicating strong confidence in its effectiveness [3] - Global CTV advertising revenue is projected to grow by 20% in 2024, reaching $35.2 billion, and is expected to rise to $46.3 billion by 2026 [3] Group 2: Multi-Channel Strategy and Brand Trust - The demand for high-quality digital content is driving the rise of CTV, providing brands with new opportunities to establish a credible international image through immersive experiences [4] - A multi-channel strategy is essential for brands to attract consumer attention, with TTD noting that this approach can enhance user attention by 1.4 times and emotional connection by 1.9 times while reducing cognitive fatigue by 2.2 times [4][5] - Each channel plays a unique role in this strategy, with CTV enhancing visual storytelling, audio ads capturing attention in multitasking scenarios, and digital out-of-home (DOOH) ads creating strong visual impacts [5]