Unlocking the Power of Premium CTV Brandformance
How brands are transforming their advertising impact through cookieless targeting, real-time attribution, and curated content—using the Tado° campaign as an example.
Best Case Connected TV
The challenge
Market movement
Rising cost structures in social video, increasing saturation of traditional search channels, and growing privacy restrictions are causing advertisers to reprioritize their budgets.
Challenge
Many companies now recognize that they are overinvesting in short-lived performance campaigns that only generate temporary peaks—but no lasting brand impact.
Objective of Tado
1. Create reach and visibility in the relevant context
2. Activate users emotionally instead of just optimizing for conversion
3. Reliably document the effectiveness of CTV compared to social video
Strategic claim
The setup should demonstrate that CTV not only delivers branding reach, but also generates precise attribution and measurable business impact—on a platform that enjoys trust.
The solution
Brandformance on the Big Screen
- Exclusive placement in VEVO’s premium inventory – the world’s largest music video platform with complete rights security
- Consistent cookie-free targeting based on contextual signals (genres, artist affinity, demographics)
- Adaptive campaign management: expansion of the genre spectrum to include rock content in order to tap into new audiences
- End-to-end attribution via taico – daily comparison of media data with retail sales and CRM data points
Tado Case – A case that integrates reach, emotional brand loyalty, and data-driven performance.
Media KPIs (Nielsen DAR):
- 1.1 million unique viewers aged 18+
- 1.9% reach in the core target group of men aged 30+
- GRP 4.92
- Average frequency 2.4 contacts
- 2.8 million impressions
Sales effect (taico attribution):
- +73% sales uplift during the campaign period
- +39% new customer rate
“With CTV as the cornerstone of our campaign and Goldvertise as our partner, we have succeeded in activating our customers, tapping into new target groups, and successfully converting the attention we generated into sales.”
Why CTV is the new brandformance standard
Curated inventory: 100% controlled, brand-safe environment without UGC risks
Contextual First: Target audience addressing based on content consumption and user interests – cookieless by design
Real-time measurability: Media KPIs synchronized with sales and CRM data – attribution from initial contact to sale
Why music videos as an advertising medium
Music videos generate cultural connectivity and high engagement rates
Artist and genre target groups function as credible contexts for brand messages
Advertising is perceived not as an interruption, but as part of the content – a competitive advantage over traditional instream videos
Why migrate budgets to CTV now
80% of users watch streaming on connected TV – with increasing usage time
Brands demand cookieless reach in a brand-safe context
CTV combines the best of branding and performance – in short: brandformance
