How Teads Is Turning CTV Into a Performance Channel for Decathlon
For its 2026 spring campaign, Decathlon Switzerland relied on Teads’ connected TV solution—and achieved 30,000 attributed purchases as well as a visit rate seven times higher than the global benchmark.
For years, connected TV has been regarded as a powerful advertising medium for brand building. However, whether the channel also contributes directly to sales remained an open question for many brands for a long time. Decathlon Switzerland put this to the test in the spring of 2026: The sports retailer relied on Teads’ CTV Traffic solution and measured the impact all the way through to the point of purchase. The result after a two-month campaign: 30,000 attributed purchases and a visit rate of 11 percent—seven times higher than the global benchmark. This case study thus provides concrete evidence that connected TV can deliver performance well beyond the upper funnel.
Engage Outdoor Enthusiasts for the Spring Season
Decathlon wanted to reach outdoor enthusiasts in Switzerland at the start of the spring season and inspire them to go on their next hike, bike ride, or camping trip. However, in addition to reach, one key question took center stage: Does CTV also drive qualified visitors to the website and noticeably boost sales during a critical sales period?
Teads ran the campaign in an instream format targeting households with a demonstrable interest in outdoor activities. A custom-built measurement model then linked the CTV impressions to actions on the Decathlon website and tracked them over an additional 30-day attribution window. This made it possible to measure not only the number of visits but also their quality and the actual impact on sales.
Making the Cross-Device Customer Journey Traceable
This methodological approach made it possible to establish a link between the large screen in the living room and the purchase made on another device. «Connected TV has long been more than just an awareness channel in the upper funnel. By measuring website traffic from other devices in the household following a CTV ad, we were able to gain a much better understanding of the cross-device customer journey. Our collaboration with Teads has shown that TV advertising drives website visits with a high intent to purchase,» says Quentin Perceval, Digital Media Planner at Decathlon Switzerland.
Connected TV Performance: Significantly More Efficient Than the Market Average
The numbers confirmed the approach. In addition to the 30,000 purchases made during the campaign period and the 30 days that followed, the cost per visit was 40 percent below the DACH benchmark. The bounce rate was 59 percent lower than the benchmark—an indication that visitors had a genuine interest in making a purchase. On average, they spent about three minutes on the site.
«This case study shows that CTV in Switzerland has long been more than just an additional reach channel for the top of the funnel. When exposure and website action are clearly linked, the big screen becomes a channel that drives results all the way through to the point of purchase,» says Claudio Lumbiarres, Managing Director for Switzerland and the Nordics at Teads.
Contact at Decathlon Switzerland: Quentin Perceval, Digital Media Planner. Responsible at Teads: Claudio Lumbiarres, Managing Director for Switzerland and the Nordics.
