In a landscape dominated by fragmented audiences and the unstoppable growth of streaming platforms, 3Cat, together with the UTE formed by Overon (GRUP MEDIAPRO) and Inetum, faced a strategic challenge: to gain relevance in a highly competitive digital ecosystem, with a particular focus on the Connected TV (Smart TV) environment.

The main objective was to significantly boost app downloads on connected TVs, while continuing to acquire users across other devices. At the same time, it was key to drive sustained platform usage and increase visibility of its extensive catalog of Catalan content, in an increasingly saturated landscape dominated by global entertainment giants and well-established OTT offerings.

A 360º digital strategy was designed, focused on the simultaneous activation of multichannel and multidevice campaigns, covering all stages of the funnel. Google Ads played a key role in driving traffic and mobile app downloads through search, app install, and video campaigns. This was complemented by a strong programmatic advertising strategy via DV360, where formats such as Connected TV (CTV) and Rich Media enabled impact on highly qualified audiences at key moments of audiovisual consumption.

All of this helped maximize reach and performance, positioning 3Cat as a benchmark in digitalization within the audiovisual content production sector.

The strategy delivered strong results, positioning 3Cat as a key player in the digital audiovisual ecosystem:

• Over 60,000 downloads in the first month of activation, with a strong contribution from CTV and Google Ads. This represents a growth of over 70% compared to the previous quarter, consolidating 3Cat as one of the most relevant audiovisual platforms within this channel.

• 10,000 Smart TV downloads driven by Connected TV activation, positioning 3Cat among the few Catalan content platforms with a strong presence in this environment (this figure is likely included within the 60,000 total).

• 47,000 downloads through Google Ads, the most efficient channel in the entire strategy, driven by outstanding performance on Android devices.

• Additionally, 13 million content views were generated, demonstrating a high level of engagement and consumption.

These results reinforce 3Cat’s role as an innovative and effective platform for distributing audiovisual content in Catalan.