Old Navy's Transition to Programmatic Advertising Strategy

This case study outlines Old Navy's strategic shift from traditional linear TV advertising to programmatic advertising, specifically focusing on Connected TV (CTV) and live sports. The collaboration with media agency PHD and The Trade Desk aimed to enhance audience reach and improve cost-efficiency in advertising. Old Navy initially faced challenges with transparency in direct insertion orders and sought to consolidate its advertising efforts. By utilizing the Reach and Overlap Report, the team identified audience overlap and optimized advertising spend. The transition to programmatic guaranteed campaigns allowed Old Navy to manage frequency and reduce audience overlap. The case study highlights the successful testing of decisioned CTV, resulting in an additional 1.2 million incremental households reached through live sports. The partnership demonstrated the effectiveness of aligning advertising strategies with evolving consumer engagement, ultimately achieving a 70% reduction in cost per unique household and expanding total household reach significantly.