Patagonia Free Wall Kit SS26
Multi-Publisher CTV — UK · France · DACH

Campaign Insight

The Free Wall Kit flight ran for four weeks from 29 June to 26 July and finished with 3.35M impressions across the UK, France and DACH, landing €74.5k of the €75k budget (99.4%) at a blended eCPM of €22.24, comfortably inside the €22–25 CPMs on the plan, and 105% of the planned impression volume overall. This one was a much wider buy than the Netflix carve-out we ran for AW25, six named publisher deals (Disney+, Warner Bros. Discovery, Paramount, Rakuten TV, Samsung TV Plus and Tubi) plus Trade Desk's SP500+ audience marketplace layered with climbing, bouldering, trail and hiking data, so we were buying the audience across the whole streaming day rather than a single platform's slice of it.

On quality, 88.6% of ads that started played all the way through, just over 2.97M completed 30s views. That's a touch under the 94–97% VTRs on TD's plan, which is pretty much what you'd expect when the mix goes wider than a single premium walled garden, the free ad-supported channels bring the average down while Disney+ (97.6%) and Rakuten TV (95.7%) sat right where the plan said they would. The Trade Desk's TV Quality Index scored the final inventory 70/100, DACH highest at 72, a solid read for a buy that mixes premium subscription apps with free streaming channels.

The one big mid-flight call was around Disney+. In the opening fortnight the Disney ad groups in all three markets were barely spending, a few hundred impressions a day between them, because there simply wasn't enough Disney inventory available through the platform's standard deal library. So we went to Disney's reps in each market to broker a dedicated private deal, and with each market treated separately and a €10k minimum per deal, funding all three would've cannibalised the rest of the plan, so we had to pick one. We pulled the Disney allocations from France and DACH and put €15k behind a UK Disney+ deal, live from 13 July, which went on to deliver 338k impressions at a 97.6% completion rate, the strongest of any supply path on the campaign, at a €44 eCPM that's roughly twice the campaign blend, the going rate for a premium walled garden. That's why the UK closed at €34.6k against its original €25k line and 125% of its impression goal, with France and DACH each closing around €20k, and it helped that France had already reached its planned impressions on a cheaper-than-planned €16.09 eCPM, so nothing was left short.

Geographically it landed pretty much where you'd want it, Greater London took 234.2k impressions on its own, then Paris (58.0k), Berlin (51.7k), Marseille (21.7k) and Birmingham (21.0k) rounded out the top five, with Hamburg, Glasgow and Manchester close behind. That's the big-city spread you'd expect from household-level CTV targeting, and it maps nicely onto where the climbing gym audience actually lives, urban postcodes a train ride from the crag.

Content-wise the wider buy shows up in the schedule, Talk Shows (593.8k), Entertainment (365.4k) and Drama (273.0k) led the way, with decent pockets of Documentary, Sports and Action that sit closer to the Free Wall Kit's natural territory. For the final week we also switched on a sequential display layer in the UK, banner creative served back to households the CTV campaign had already reached, which added 149k impressions for a little under €400, a cheap way of turning a big-screen moment into a second touch. All told it's the shape you want from a first multi-market CTV outing, cheap reach in France, premium completion on Disney+, and the flexibility to move money to where it was working hardest.