Results
A1 Telekom Austria, the country's leading telecommunications provider, integrated Connected TV into a data-driven omnichannel strategy, using Adform to connect CTV exposure with cross-device retargeting and performance measurement. By combining ID Fusion, DMP, Ad Server, and omnichannel activation, A1 was able to retarget audiences on desktop and mobile devices after CTV exposure on premium publishers while measuring website visits and sales influenced by the campaign. The campaign also showed that website activity was highest within the first 15 minutes after CTV exposure, reinforcing CTV’s role in prompting immediate audience engagement. The activation demonstrated how CTV can contribute beyond awareness, delivering measurable business outcomes across the customer journey.
ROAS on CTV activation
ROAS within one hour after CTV exposure
lower eCPA compared with a parallel display campaign
of A1 website visitors were reached via the CTV campaign
Why Adform:
As a long-standing technology partner, Adform provided A1 Telekom Austria with a fully integrated platform combining DSP, DMP, Ad Server, and ID Fusion to support a highly advanced Connected TV activation. Access to omnichannel inventory, transparent campaign management, and unified identity capabilities enabled A1 to execute a complex cross-device strategy while measuring performance within a single ecosystem.
Challenges:
Connected TV is widely recognized as a premium awareness channel but integrating it into a data-driven full-funnel strategy remains technically challenging. A1 Telekom Austria wanted to connect CTV exposure with retargeting across other devices despite fragmented identity environments spanning TV device IDs, cookies, and mobile advertising IDs. At the same time, the team wanted to understand whether CTV exposure influenced website visits and sales, demonstrating measurable business impact beyond brand awareness.
Solution:
Using Adform’s omnichannel capabilities, ID Fusion, DMP, and Ad Server, A1 Telekom Austria connected CTV with lower-funnel activation and measurement. Users exposed to CTV ads on premium publishers were retargeted across mobile and desktop digital channels through both ID Fusion cross-device matching and DMP-based IP extensions, enabling audience activation at scale. Adform also measured website visits immediately following CTV exposure and connected site-tracking data with campaign delivery to attribute sales and calculate ROAS. This provided A1 with a unified view of how CTV contributed throughout the customer journey, from awareness to conversion.
Stefanie Winkler-Schloffer
Director Marketing Communications, A1 Telekom Austria
“Adform enabled us to connect CTV exposure on premium publishers with cross-device activation and measurable business outcomes. The integrated setup gave us a clearer view of how CTV influenced audience engagement, website visits, and sales across the customer journey.”