Case Study: UScellular drives higher conversions and reach with The Trade Desk's omnichannel CTV strategy

UScellular evolves Connected TV strategy with a precise omnichannel approach

UScellular, a wireless carrier serving 4.5 million customers across 21 states, wanted to evolve its over-the-top and Connected TV strategy to reach more local audiences during premium programming. The Trade Desk helped the company expand beyond display into a more precise omnichannel approach using its Kokai platform, along with TV Quality Index (TVQI) and Harmelin Media’s Helix solution.

By running CTV and display side by side on The Trade Desk platform, UScellular and Harmelin Media improved targeting, controlled frequency, and optimized toward higher-quality inventory. The Trade Desk-enabled campaign delivered a 71% higher conversion rate versus display alone, reached 66% more unique households with the same budget, improved TVQI by 11%, and reduced cost per acquisition by 24%.

UScellular