Case Study: Mondelēz International achieves higher brand awareness with The Trade Desk's OTT advertising

Mondelēz Kraft increases brand awareness with cost-effective OTT campaign during Ramadan

Mondelēz International wanted to grow awareness and consideration for Kraft cheese in Indonesia during Ramadan, with a focus on women ages 25 to 45 who prepare Sahūr meals. The company had historically relied on a major user-generated content platform, but wanted to compare that approach with a more cost-effective, programmatic over-the-top (OTT) video strategy.

Working with The Trade Desk and its agency partners, Mondelēz launched its first OTT campaign in Indonesia using premium inventory across Vidio, Viu, WeTV, and iFlix, along with frequency caps and cross-device identity matching. The Trade Desk helped drive strong performance: reach came in 1.8x above KPI, CTR was 15x higher than UGC video and display ads, CPCV was 11% lower than KPI, and Nielsen Brand Lift showed an 11.5% increase in ad recall.

Mondelez International

Hazlin Salleh

Associate Director of Client Success