Local Agility is MUST for National Brands

Sure, earnings calls are not the most exciting blog topic you may say. But at Hyperlocology we see them as a great review of past results and an even better indicator of future industry trends. Check out the highlights from The Trade Desk’s Q3 Earnings Call and read the full transcript here.

• As companies reactivated their ad campaigns, they had an opportunity to let the world know that they are still there and open for business and in what capacity. But because the world changed so fast in March and April, advertisers quickly realized that effective advertising requires new levels of agility.
• In 2020, almost every marketer and every large brand is being asked to do more with less. Every advertising dollar has to be accounted for. CFOs are more involved in marketing and advertising decisions than they’ve been in years. They become a lot more focused on what business value is created by advertising. And that means that advertisers have to focus on ad opportunities that are measurable and comparable, where the business ROI can be understood and proven.
• Now national brand campaigns had to be complimented by highly local campaigns specific to the circumstances in a particular region or state.
• There was a much greater focus on reaching specific audiences with specific messages.
• Creative teams had to suddenly develop content in days versus months to take account for the constantly changing environments,