Bolton boosts featured product sales by 11.6% with retail data and CTV

BUSINESS OBJECTIVE 

Building awareness for emerging product lines while proving business impact 

Bolton, an Italian multinational consumer goods company, wanted to build awareness for several tuna salad products including Mexicana, Western, and Cous Cous. 

The brand sought to reach relevant audiences in Germany while measuring the campaign’s impact across both brand and sales outcomes. From the outset, the team prioritised accountability, partnering with independent measurement providers to validate campaign performance and quantify business results. 

SOLUTION 

Combining retail data, CTV, and cross-device identity for more precise reach  

Bolton worked with its agency, WPP Media, and The Trade Desk to design a strategy centred on precision targeting, premium connected TV (CTV) inventory, and full-funnel measurement. 

The campaign ran exclusively on CTV. Using deterministic retail data from Schwarz and segments from Data Alliance, the team identified consumers with relevant interests in health and wellness, cooking, and seafood. Through using the Identity Alliance, Bolton was able to extend those audiences into the CTV environment, helping deliver relevant messaging at scale while maintaining addressability across devices. 

To maximize performance and measurement, the campaign incorporated: 

• Retail data activation to reach high-intent audiences 

• Cross-device identity capabilities to extend data into CTV 

• Frequency controls to optimise exposure and reduce waste 

• TV quality and content signals to refine inventory selection 

• A brand lift study with Happydemics to measure changes in perception 

• A sales lift analysis with Circana to quantify business impact 

RESULTS 

Retail data and CTV drive sales growth and stronger consumer engagement 

The combination of retail data and CTV delivered measurable business results for Bolton. Featured product sales increased by 11.6%, outperforming the broader category and generating more than €75,000 in incremental sales. 

The campaign also strengthened brand perceptions. According to Happydemics, consideration increased by 23 points and personal interest rose by 22 points compared to the control group. 

Media performance exceeded expectations as well. The campaign achieved a 98% video completion rate, surpassing the 90% target and demonstrating strong engagement in a high-attention environment. 

Together, these results demonstrate how retail data and CTV can help advertisers connect brand-building efforts with tangible business outcomes — driving awareness, engagement, and sales within a single campaign — helping advertisers drive both brand growth and measurable business results. 

Discover how you can leverage retail data to help increase awareness and drive more sales. Contact us or reach out to your representative at The Trade Desk today.