Colgate-Palmolive tunes in to CTV to reach new consumers

As more people stream TV content, Colgate-Palmolive wanted to explore just how effective Connected TV (CTV) advertising would be at reaching new customers. So, the company used our platform for a test campaign showcasing its meridol® toothpaste brand in Germany, achieving impressive results.

“Working with The Trade Desk allowed us to understand the value of CTV in increasing incremental reach and stretching our budget further.”

Marcus Reuter

Data-Driven Marketing Manager, Colgate-Palmolive

Raising awareness of meridol toothpaste among cord-cutters in a crowded market

Even global giants need to battle for market share in today’s challenging economy. For Colgate-Palmolive, that meant finding new ways to increase brand reach and consumer awareness.

Using CTV and frequency capping to help optimise and drive incremental reach

Working with its agency, Wavemaker, Colgate-Palmolive tapped in to our platform and marketplace of premium CTV inventory to programmatically buy and deliver ads across the most effective media.

To help maximise incremental reach, the team split the campaign’s budget among as many over-the-top publishers as possible. Then, Colgate-Palmolive used our frequency capping capabilities to control the number of ads consumers were shown across channels, help deliver budget savings, and reach more unique consumers.

To measure the effectiveness of ads on CTV, the company used our integration with ad analytics platform Innovid. The data showed that CTV’s incremental reach was 8% higher than when using linear TV alone, while 74% of consumers were reached through CTV exclusively. Meanwhile, savings from frequency capping enabled Colgate-Palmolive to optimise its budget and increase overall reach by 84%.

Now, confident in CTV’s capabilities, Colgate-Palmolive regularly allocates part of its budget to CTV.

Contact us today to learn how using Connected TV in your campaigns can help drive incremental reach.