The 2X Factor: How Being First Transformed Iberdrola's CTV Game

The 2X Factor: How Being First Transformed Iberdrola’s CTV Game

Attention & Engagement

The Company

Iberdrola, a global leader in renewable energy and innovation, has established itself as a benchmark in data-driven digital strategies.

In a CTV market with 270 million active devices worldwide, it made history by becoming the first brand in Spain to activate Google TV Masthead—the premium placement that appears when users turn on their TV— through Display & Video 360 in collaboration with Making Science.

This brings programmatic precision and frequency control to high-impact TV, managing it as seamlessly as any digital channel.

The Challenge

Iberdrola and Making Science identified an unprecedented opportunity: Google TV Masthead had just become available programmatically through DV360, yet no Spanish brand had activated it. With 5.5 million devices in Spain growing 30% annually , competitors would soon discover this premium placement that captures viewers the moment they turn on their TV.

The Spanish market demanded sophisticated execution. Fragmented audiences required precise frequency control to prevent ad fatigue while maintaining message consistency from TV to mobile—capabilities that traditional TV couldn’t deliver. Navigating this complexity required the programmatic expertise that Making Science brought to the partnership. Iberdrola needed to act before competitors claimed this prime digital real estate.

The Approach

Iberdrola pioneered a game-changing move: becoming Spain’s first brand to activate Google TV Masthead through DV360, dominating the TV startup moment — the only instant where viewers have nothing else to watch. This combination was strategic: Masthead was only available programmatically through DV360, which also provided the sophisticated frequency control the fragmented Spanish market demanded.

Smart Reach, Zero Fatigue: DV360’s precision targeting reached millions without viewer fatigue. Smart frequency control and access to premium audiences beyond YouTube delivered maximum visibility while respecting the viewer experience.
One Story, Every Screen: The Google TV Masthead delivered a captivating journey—2 seconds of visual impact, 30 seconds of storytelling, then full immersion with sound. QR codes extended the experience to mobile. This cross-screen approach achieved 2x the engagement of competitors.

The Results

Iberdrola pioneered CTV advertising in Spain by being the first to activate Google TV Masthead via DV360. This strategy captured peak attention when users turn on their TV, secured premium home screen visibility, ensured perfect frequency control through DV360, and reached exclusive CTV audiences beyond YouTube.

The campaign set the definitive benchmark for programmatic TV advertising in Spain—every brand entering CTV will now be measured against what Iberdrola achieved.