Case Study: Colgate-Palmolive boosts incremental reach with The Trade Desk

Colgate-Palmolive tunes in to CTV to reach new consumers

Colgate-Palmolive, a global consumer goods company, faced the challenge of increasing brand reach and consumer awareness for its meridol toothpaste in a competitive market, particularly among cord-cutters. To address this, they partnered with vendor The Trade Desk to leverage its platform for programmatic buying on connected TV (CTV).

Working with The Trade Desk and its marketplace of premium CTV inventory, Colgate-Palmolive implemented a strategy using frequency capping to control ad exposure. This approach delivered significant results: CTV's incremental reach was 8% higher than linear TV alone, 74% of consumers were reached exclusively through CTV, and budget savings from the effort led to an 84% increase in overall reach. The success has led Colgate-Palmolive to regularly allocate budget to CTV campaigns.

Colgate Palmolive

Marcus Reuter

Data-Driven Marketing Manager