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Co-op’s CTV campaign connects with community-minded customers

About the Brand Co-op

Co-op is one of the world’s largest consumer co-operatives and is owned by millions of UK consumers.

About the Agency Carat

Carat, a dentsu company, is the world’s first media agency. It pioneers and delivers brand, media, and digital communications solutions to some of the most storied and innovative brands in the world.

Carat Rebecca Coop Connected Tv Testimonail

“Quantcast CTV revolutionised the way we understood brand impact in real time. Getting immediate feedback on a campaign is a real advantage of connected TV compared to linear, and Co-op was really happy with the brand recall survey results. CTV offers incrementality, which is key, especially in the face of TV inflation. Co-op efficiently achieved mass reach and impactful frequency with the added bonus of brand uplift.”

Rebecca Cusack
AV Account Director


Co-op was looking to identify and reach relevant audiences to increase brand awareness, using high-impact video formats to drive their ‘giving back to the community’ message. For this CTV campaign, their primary goals were increased reach, completion rate, and brand lift.


Co-op leveraged Quantcast’s Interest-Based Audiences (IBA) to build and find their desired audience. Co-op used a predetermined list of keywords to reach family-oriented shoppers who care about giving back and supporting local charities, vendors, and organisations, with their emotive and inspiring video advert. To evaluate success, Co-op used Brand Lift Live by Quantcast™, running an ad recall survey that asked: “Do you recall seeing an ad for Co-op on a streaming device in the last 7 days?”


The campaign delivered impressive results and reached the desired campaign goals. The response to their Brand Lift Live survey was very positive with a 15% lift in the audience recalling the ad. With this campaign, Co-op was able to reach and attract in-market audiences at scale and more clearly understand the nuances and gain insights between audiences across seasons to empower effective advertising.


  • 15%
    lift in ad recall

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