Drive awareness outcomes with omnichannel activation

What it is  

Reaching new households across media channels is fundamental to a brand’s campaign strategy. The Trade Desk’s updated Campaign Groups experience helps advertisers drive upper-funnel outcomes using the same coordinated, cross-channel foundation they already use for lower-funnel conversions. 

What’s new  

The updated Campaign Groups experience introduces a new Awareness group type, along with reach, frequency, and cross-channel insights built specifically for upper-funnel goals, from building brand awareness to expanding unique reach. 

From here, you can: 

• Set a new Awareness group type: Set a Campaign Group’s type to Awareness, and the group experience shifts to match upper-funnel brand goals. 

• See reach and frequency: Cross-channel reach and frequency insights replace conversion-based insights to help answer the questions brand advertisers have, such as “How many households did my omnichannel strategy reach, and how often?” 

• Spot your best-performing channel combinations: New visuals show how different media channels overlap to reach unique households and how often those households were exposed. A reach-by-channel combination view lays out simple, deduplicated exposure data, so you can see which combinations are driving the most reach. 

• Track frequency savings: The group view surfaces lifetime frequency savings, showing how much reduced overlap is reinvested back into working media. 

• Let Awareness optimization prioritize reach, not overlap: Conversion-based omnichannel optimization favors media channel overlap. Awareness optimization does the opposite, managing frequency across channels to help maximize unique reach by bidding up on new media channels to reach unexposed households and down once a household’s been exposed. 

How to get access. When you build a new Campaign Group, you can declare its group type as Awareness or Conversion. For existing Campaign Groups, you can adjust the type by clicking the ellipses button in the Campaign Group view and selecting “Edit group details.” 

Users with a platform login can learn by visiting the Knowledge Portal. Reach out to your Trade Desk representative for additional support.

This information is provided solely for background and is not a representation or guarantee of any future performance.