Challenge

Connected TV is one of the most important channels for brand storytelling, but traditional marketing metrics often treat it as a top-of-funnel medium with limited ability to show direct commercial impact. Mondelez needed a measurement solution that could link CTV exposure to verified sales lift across both online and in-store purchases, enabling the team to justify investment, understand consumer response and optimize media execution in real-time.

Solution

Mondelez’s team partnered with Attain, Kargo and SmartCommerce to build a fully measurable, commerce-enabled CTV campaign.

• Kargo’s high-impact CTV ad formats delivered premium creative experiences and broad reach across streaming environments
• SmartCommerce’s Click2Cart technology made it easy for viewers to move from inspiration to purchase by enabling frictionless add-to-cart pathways directly from media touchpoints
• Attain’s real-time, verified purchase data provided the crucial measurement layer that connected media exposure back to actual consumer shopping outcomes—online and in-store.

This closed-loop approach allowed the campaign team to see which creative executions, placements and audience segments were generating real commerce results, not just impressions, and to optimize accordingly.

Outcomes

The campaign redefined what’s possible for CTV in performance marketing by proving that a streaming-first strategy—when coupled with commerce and measurement technology—can deliver tangible sales outcomes and new buyer acquisition. These business results were the foundation for winning Adweek’s 2025 Media Plan of the Year Award for Best Use of Insights.