Case Study: YMCA achieves greater brand reach with The Trade Desk CTV

YMCA Extends Unique Reach Across Premium TV Content With CTV

YMCA worked with The Trade Desk and agency Kelly Scott Madison (KSM) to extend brand awareness and reach new audiences beyond its linear TV buys. The nonprofit wanted to maintain premium, brand-safe placements while connecting with younger viewers, and used Connected TV (CTV) to complement its traditional TV advertising.

Using The Trade Desk’s Publisher Management Platform and Nielsen Connected TV Analytics, YMCA activated hand-selected premium CTV deals, including live sports and awards-show inventory. The Trade Desk helped the campaign reach over 1 million unique viewers not exposed to the same ads on linear TV, with 89% of CTV-reached viewers ages 18–34 being unique and CTV delivering 5.6x higher OTP than linear TV for that age group.

YMCA