Results
Lenovo, a global technology powerhouse rooted in customer-centric innovation, partnered with Adform to explore how they could bring in the power of sequential storytelling to influence audience engagement in Germany using our Ad Server. Guided by Lenovo’s EMEA Media Centre of Excellence, the team launched a data-driven video rotation experiment that transformed ad serving into a structured storytelling engine. Results from the A/B test showed that sequential storytelling clearly outperformed regular ad delivery, underscoring the power of integrated ad serving with smart sequencing and delivery logic.
longer engagement time
higher CTR
bounce rate
Why Adform:
Lenovo wanted to push the boundaries of storytelling in digital advertising. They sought to understand how creative sequencing could drive deeper engagement and deliver a more cohesive narrative journey for their audiences.
With nearly three decades of expertise in powerful creative ad serving, our Ad Server was the natural choice. Offering a unique combination of trust, transparency and future-proof innovation, it allowed Lenovo to move beyond traditional tracking and measurement – unlocking the ability to experiment with sequencing logic and creative delivery that truly drives performance.
Challenges:
In today’s omnichannel, cross-device, and multi-platform landscape, audiences rarely encounter a brand’s message in a linear sequence. This fragmentation makes it difficult to build emotional resonance or maintain narrative continuity. Lenovo set out to change that by creating a more connected ad experience through sequential video messaging.
To bring this vision to life, Lenovo Germany needed a single setup, capable of managing multiple creative assets, orchestrating sequential storytelling, and measuring performance in a unified way without having to change their current media strategy. Therefore, the team built the experiment in a controlled environment powered entirely by creative logic and delivery rules using our Ad Server. If successful, this frictionless setup could then scale easily across teams, regions, and local environments.
Solution:
Using our Ad Server’s Rotators feature, Lenovo designed a video sequencing experiment powered completely by creative logic. The team mapped and tested two distinct story arcs to evaluate how sequence impacted engagement and conversion.
Our flexible setup gave Lenovo full control over sequencing logic, transparent measurement, and the agility to iterate in real time. Running the entire experiment within the Adform Ad Server ensured a clean, creative-led view of performance, laying out the foundation to scale their multi-chapter storytelling approach across regions and future campaigns.
Barbara Falanga
EMEA Media COE Lead, Lenovo
“Adform’s solution was a key element of our campaign strategy, empowering us to directly control and optimize creative delivery. We used Adform Rotators to deliver smart sequential storytelling, which outperformed other formats and unlocked significantly higher engagement. We look forward to scaling the success of this data-driven storytelling approach across future campaigns.”