Case Study: Mikado achieves 93% target audience reach with The Trade Desk and Spark Foundry

Mikado grips Connected TV audiences with daring escape plot

Spark Foundry, the agency for snack brand Mikado, faced the challenge of making their client stand out in a crowded market and become the preferred snack for TV and movie viewers in Spain. To maximize the reach and impact of a campaign centered around a storytelling narrative, they partnered with The Trade Desk and its programmatic ad buying platform to incorporate Connected TV (CTV) into their media strategy, aiming to engage a younger, cord-cutting audience.

The Trade Desk's solution involved a data-driven omnichannel approach, starting with engaging CTV ads to launch a sequential story. This was followed by online video and display ads to keep the narrative active. By consolidating buys on The Trade Desk's platform and using cross-publisher frequency capping, the campaign efficiently reached an additional 1.1 million households. The results were significant, achieving 93% reach of the target audience and quadrupling brand mentions, with exceptional scores for ad recall and brand image.

Spark Foundry

Jose González Murillo

Programmatic Trader