Case Study: Haleon boosts brand impact and media efficiency with The Trade Desk

Three KPIs, premium OTT video, and the perfect media mix for Sensodyne

Haleon, formerly GlaxoSmithKline (GSK) Consumer Healthcare, worked with The Trade Desk to better understand the value of each media channel and how to combine them for stronger brand outcomes. Using programmatic OTT video, Haleon aimed to go beyond awareness and improve upper- and mid-funnel goals like product consideration and purchase motivation for Sensodyne.

The Trade Desk helped Haleon measure a cross-media Sensodyne “Moments” campaign with Kantar across traditional TV, YouTube, Facebook, TikTok, programmatic OTT, and programmatic display. The study found that programmatic OTT delivered the highest overall brand impact, performing 1.5x better than traditional TV and 6x better than YouTube, while being 25x more cost-efficient than traditional TV; it was also 4x more effective than YouTube at building consumer trust.

Haleon

Shweta Jhamb

Digital and E-Commerce Marketing Director