Results
German professional development specialists Haufe Akademie worked with its agencies – pmc active and BurdaVerlag’s Performance Marketing – and Adform to deliver a game-changing connected TV (CTV) campaign.
Our technology meant CTV viewers were successfully retargeted across their other devices, such as desktop, laptop, and mobile, and the campaign comfortably achieved its KPIs.
impressions served
unique users reached
CTR goal met
VCR reached
Why Adform:
BurdaVerlag knew that it could rely on Adform to help deliver a sophisticated campaign, having already spent a number of years collaborating with us. Our ID Fusion technology – coupled with programmatic advertising – offered the perfect solution to Haufe Akademie’s needs.
Our suite of solutions were perfectly suited to the educational institution’s ambitions of reaching its target audiences outside of the CTV ecosystem. This would provide the means for Haufe Akademie to reach the right people on second screens during the consideration phase.
Challenges:
Haufe Akademie needed to find an effective way to retarget its CTV viewers. However, retargeting people on devices away from CTV can be very difficult, due to the lack of consistent or unique identifiers.
The lack of addressability is only heightened by the absence of clickable elements within CTV environments. The fragmented nature of the medium limits an advertiser’s ability to directly engage – or measure interactions – with viewers.
Solution:
By leveraging our full-stack platform, BurdaVerlag and pmc active were able to successfully segment available identifiers within the CTV environment using our data management platform..
These IDs were enriched and extended through our proprietary ID Fusion technology, which enabled other devices belonging to the same household members to be linked to those identifiers.
These enhanced audience segments were activated across devices, including desktops and mobile phones, ensuring seamless cross-channel targeting and streamlined campaign execution.
As a result, Haufe Akademie was able to re-engage with hundreds of thousands of people who had previously seen its CTV ad and progress them along the conversion funnel.
Carola Busam
Programmatic Expert, Performance Marketing by BurdaVerlag
“The long-standing collaboration with Adform enables us to jointly develop tailored and innovative solutions for sophisticated campaign setups. This allows us to target users precisely and accompany them cross-device along their entire customer journey. I am convinced that there is still a lot of growth potential in programmatic advertising — even in the post-cookie era.”
Kerstin Wöldering
Marketing Director, pmc active
“Leveraging Adform’s ID Fusion solution, we were able to bridge the technical gap between non-clickable CTV environments and performance-driven digital channels for Haufe Akademie. This gave us a unique opportunity to re-engage high-value audiences beyond the big screen.
Adform’s scalable technologies are enabling us to unlock smarter, more connected media experiences for clients. The Haufe Akademie campaign is a blueprint for more exciting things to come”
Marcel Theijs
Head of Marketing, Haufe Akademie
“Through our collaboration with Adform, we were able to deliver a highly personalized campaign for Haufe Akademie that combined data-driven strategy with innovative media formats. This partnership allowed us to retarget our CTV viewers more efficiently and with stronger engagement across channels and other devices. The results speak for themselves and show what’s possible when technology and creativity come together.”