SUCCESSFUL CTV CAMPAIGNS IN PRACTICE – CASES & LEARNINGS

As media consumption habits evolve, Connected TV (CTV) has become one of the most powerful channels for brand storytelling, delivering premium video experiences directly into viewers’ living rooms.

At esome, we recognized this shift early and successfully entered the CTV advertising market. With numerous CTV campaigns running across different industries, we see every day how this format unlocks unique value for both brands and audiences.

Today, we’re highlighting two particularly successful CTV cases: one from the travel industry (a well-known flight booking portal) and another from health & wellness (Sunstar GUM). Both brands used CTV advertising to boost brand awareness — each in their own way, with impressive results.

Booking Flights on the Big Screen: Building Travel Awareness

Objective:
The flight booking portal aimed to increase brand visibility during the key travel planning season (Q4 2024–Q1 2025). The goal was to reach travel-intent audiences through premium streaming content, focusing on high reach and an average frequency above 3.

Execution:
The CTV campaign ran across six streaming platforms, including Prime Video, JOYN, RTL+, and Pluto TV. The optimization strategy focused on maximizing reach and frequency, guided by real-time data from the independent measurement provider Audience Project.

Results:

• Net Reach: 8.9 million
• Average Frequency: 3.0
• Attention Score: 62.6 (well above the 59.0 benchmark)

Key Learning:
A carefully selected mix of CTV inventory across platforms, combined with data-driven optimization, can deliver not just reach — but attention. The high Attention Score shows that audiences were truly engaged, making Connected TV ideal for travel campaigns that rely on visual storytelling and inspiration.

Sunstar GUM: Health Messaging in a Contextual CTV Environment

Objective:
Sunstar GUM wanted to raise awareness for its interdental care products and drive website traffic, particularly among health-conscious users in seven major German cities.

Execution:
The brand launched a targeted CTV campaign on JOYN and Pluto TV, with contextual relevance as a core principle. Only publishers offering health-aligned, high-quality environments were selected. The campaign was closely monitored and continuously optimized to build reach and frequency steadily over several weeks.

Results:

• The frequency goal of 3.0 was reached and exceeded in the final campaign weeks
• Reach increased steadily week over week, proving the effectiveness of the controlled rollout
• Positive uplift in brand interest within the target cities

Key Learning:
Even smaller, hyper-targeted CTV campaigns can be highly effective when context and audience alignment are prioritized. Sunstar’s approach demonstrated that health brands can leverage Connected TV not only for reach, but also for relevant, context-driven brand engagement.

The Bigger Picture

These two examples demonstrate the versatility and effectiveness of Connected TV advertising across industries. They show how strategic planning, publisher selection, and ongoing optimization based on live data can drive measurable results.

And this is only the beginning.

We’re already collaborating with more clients across different industries and will share additional CTV case studies soon. Stay tuned for more CTV success stories — or reach out to our team to start creating your own.