Case Study: Zendesk increases brand impact with The Trade Desk

Zendesk increases brand impact with a programmatic omnichannel strategy

Zendesk, a customer experience software company, wanted to increase brand awareness in Australia while strengthening its premium positioning and avoiding ad overexposure. Working with its agency Merkle B2B, Zendesk turned to The Trade Desk to explore a more scalable programmatic approach beyond its previous direct display and paid social buys.

The Trade Desk helped Merkle B2B launch an omnichannel campaign across digital out-of-home, BVOD, audio, display, native, and high-impact formats, all managed in one platform with frequency control. The campaign reached more than 2 million unique people and 1.9 million households, delivered 54% lower CPMs for programmatic DOOH versus direct buys, and produced an 11% lift in ad recall. Inferred Brand Intent also showed 749 consumers searched after exposure, with 55% looking up customer service terms and 35% CRM-related information.

Zendesk