Case Study: Mercedes-Benz achieves a 5% lift in brand awareness with The Trade Desk

How a Connected TV campaign increased Mercedes-Benz’s brand awareness in Australia

Mercedes-Benz Australia, working with agency Team X, needed to boost brand awareness for its new C-Class launch in Australia’s highly competitive and fragmented auto market. The company turned to The Trade Desk and its programmatic Connected TV/BVOD platform to reach luxury car buyers aged 25+ across major streaming channels.

The Trade Desk ran a BVOD campaign across 7plus, 9Now, and Optus, using conditional frequency control and an InMobi Pulse brand lift study to measure impact. The campaign reached more than 1.5 million unique households and delivered a 5% overall lift in brand awareness, including an 11% lift among consumers aged 45 to 54, while also providing Mercedes-Benz with valuable audience insights for future campaigns.

Mercedes

Emily Davis

Head of Brand and Content