The Trade Desk | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning, programmatic, DMP
- Main Telephone
- (312) 635-7600
The Trade Desk Contacts
|Michael G.||Director, Business Development||IL|
Sample of Related Brands
|Spencer H.||Lead Associate Trading Director||IL|
|Michael C.||Director, Commercial Operations||IL|
|Amanda G.||Senior Director, Business Development||IL|
|Jeremy G.||Senior Director, Client Development||IL|
H2 Media Opps: US Cellular's TV, online video outlays up, programmatic moving in-house?
Pathmatics show that national TV and online video outlays have been up the past year, as well.
National TV spending has doubled to $1.8 million the past year (see program targeting right), Though keep in mind that no national TV has run since the end of February, iSpot.tv reports. Overall, Pathmatics shows that Cellular's display spending has plummeted since last July from $5.7 million for almost 1 billion impressions to $1.3 million for 195.5 million impressions. However, desktop video has risen to 46% of spending, or $623,300, about $150,000 higher than last year.
This pattern makes some sense though, because the second half of the year (H2) makes up the bulk of US Cellular's ad budget. So, keep pitching your ability to reach mass consumer segments through the end of the year.
Media has been at Publicis's Starcom, Chi for several years. However, we've been hearing rumblings that Cellular is taking programmatic in-house. Nobody at Cellular will confirm this, but it appears that Starcom is helping them build their internal trading desk. So, you have to wonder how much longer Starcom will have this account, right?
Year-to-date the majority of Cellular's small programmatic budgets (only about $160,000) have gone through The Trade Desk DSP, according to Pathmatics. We'll keep you posted as we learn more.
Agencies - creative reviews often follow media account movement (and vice versa), so keep US Cellular simmering. Competition will include Mullen Lowe, their creative lead since 2012. This puts the IPG agency past average AOR tenure, (2.5-3 years), making this account even more vulnerable.
8410 West Bryn Mawr Ave.
Chicago, IL 60631
Vice President, Brand Marketing
Senior Brand Manager, Media