Case Study: Kleinanzeigen achieves 95% higher reach with The Trade Desk

Kleinanzeigen uses seeds to expand audience reach by 95% on Connected TV

Kleinanzeigen worked with The Trade Desk, along with GroupM NEXUS and EssenceMediacom, to launch its rebrand from eBay Kleinanzeigen and build broad awareness without overwhelming audiences with too much ad frequency. The company needed to reach as many people as possible across Germany while still focusing on relevant prospects and making smart use of its first-party data.

Using The Trade Desk’s omnichannel platform, the team ran Connected TV, online video, and display campaigns with frequency capping and AI-powered optimizations via Koa™, seeded by Kleinanzeigen’s first-party data to identify lookalike audiences. The Trade Desk helped deliver 4.2 million unique households reached, a 95% incremental reach lift versus online video alone, and nearly 35% budget savings from frequency capping, which was reinvested into net-new reach.

Kleinanzeigen

Tina Keitzl

Brand Marketing and Media Manager