Case Study: National Geographic Channel achieves cost savings and incremental reach with The Trade Desk

Audiences go wild for Disney’s National Geographic channel

The Walt Disney Company France sought a more cost-effective way to promote its National Geographic Channel to a nature-loving audience. The challenge involved shifting from programmatic guaranteed to decisioned media buying while managing identity issues, audience duplication, and frequency across an omnichannel campaign. To tackle this, they partnered with The Trade Desk and its Identity Alliance product.

The Trade Desk utilized its advanced frequency settings and Adbrain™ household graph to manage ad frequency across all devices, creating a seamless experience and mitigating ad fatigue. This solution generated a 21% media cost saving, which was reinvested to reach 13% more households. The campaign also drove a 27-point uplift in brand image and a 14-point uplift in brand preference.

National Geographic Channel

Solène Beaufils

Digital Marketing Supervisor