CTV as a new pillar of brand campaigns

Decathlon

Data a technologie Brand campaigns

Decathlon and Marketup reached over 4 million viewers

> 4,09

million viewers

> 21,2

million impressions

200

CPM in CZK

Challenge

Broad reach, cost control and precise measurement: the main goals of the summer campaign

Decathlon has been continuously building brand awareness across the entire population. The summer season is crucial for retail and for the outdoor & sports category, as it represents the peak of consumer demand — people search for equipment, inspiration, and new sporting experiences.

The campaign aimed to:

reach a broad audience, from sports enthusiasts to families with children,
strengthen brand awareness on the big screen,
compare the performance of CTV and linear TV,
obtain full measurement of reach and frequency across platforms,
and build an efficient media mix with full control over both cost and performance.

How to

Connected TV across the media mix

The campaign ran from June to August 2025. The creative was delivered by Decathlon, while campaign setup and execution were handled jointly by the Marketup and Decathlon teams.

The creative themes supported summer sports — from snorkelling and camping to beach activities and children’s apparel.

What we did:

Strengthened the role of Connected TV across the media mix – YouTube CTV, Tivio, Media Club – measurement of reach, overlap and frequency – comparison with linear TV in terms of cost and brand impact
Integrated CTV with linear TV and the full online mix A multi-platform strategy ensured broad reach and meaningful reinforcement across target groups.
Optimised the campaign in real time We monitored frequency, creative performance and investment efficiency on a daily basis, shifting budgets to the channels delivering the strongest results.

Services for client

Impact

Summer campaign reached over 4 million viewers

Campaign Results

CTV (Connected TV) Reach

4.09 million viewers (≈ 50% of the 18+ population)
21.2 million impressions
Average frequency of 5× per user, total campaign frequency 8+
Low platform overlap — YouTube dominated, while Tivio and Media Club added unique reach
CPM around CZK 200, comparable to display advertising but on a large screen with significantly higher attention

Brand Lift: Effect only on the big screen

YouTube Brand Lift measurement showed that the increase in brand awareness was generated exclusively by CTV. Ads shown on mobile, tablet or desktop did not deliver comparable results.

„With regard to our strategic brand-building goals, we were looking for the most effective way to achieve broad reach on big screens. Connected TV offered us a format with high attention levels while keeping the CPM comparable to standard display formats. The combination of television-level impact and digital cost efficiency is extremely compelling for us, and we plan to include CTV in our media mix in the future as well.” Martina Melicharová, CMO Decathlon CZ