Case Study: Lidl achieves incremental reach and higher video completion with The Trade Desk Connected TV

Is Connected TV the key to innovating your marketing strategy

Lidl, working with Omnicom Media Group (OMG) U.K., wanted to raise awareness of its baby care products among parents of children aged 4 and under while making media spend more efficient than traditional broadcast TV alone. The team turned to The Trade Desk’s Connected TV (CTV) platform to test a more targeted way to reach this specific audience.

Using The Trade Desk, OMG combined premium CTV inventory with contextual targeting, automatic content recognition (ACR), and real-time budget optimization to drive accurate, incremental reach. The campaign delivered 2.6 million impressions, 35% exclusive CTV reach on top of broadcast video on demand, and a 93% video completion rate, 18% above benchmark, with 919,800 viewers incremental to broadcast TV on-demand viewers.

Lidl