Case Study: Iberdrola pioneers programmatic CTV success with Making Science and Google TV Masthead

Iberdrola doubles engagement with Making Science’s first Google TV Masthead campaign

Iberdrola, a global leader in renewable energy, faced the challenge of capitalizing on a new advertising opportunity in Spain's rapidly growing Connected TV (CTV) market. In partnership with Making Science, they aimed to be the first Spanish brand to use the newly available programmatic Google TV Masthead placement, a premium ad spot that appears when a user turns on their TV. The challenge involved navigating fragmented audiences and preventing ad fatigue, which required a level of precision that traditional TV advertising could not provide.

Making Science implemented a solution by activating the Google TV Masthead for Iberdrola through Display & Video 360 (DV360), making the brand a pioneer in the Spanish market. This approach allowed for smart frequency control and delivered a cross-screen creative journey that achieved double the engagement of competitors. The campaign, executed by Making Science, successfully captured peak viewer attention, secured premium visibility, and set a new benchmark for programmatic TV advertising in Spain.

Iberdrola