video completion rate (VCR)
view-through rate (VTR)
Why Adform:
In 2025, Martini Media partnered with Adform to launch a CTV Campaign for a luxury brand. Running from April to June, the activation required precision against a tight timeline. We stood out as the only partner to launch on schedule, navigating strict brand-safety requirements, curated inclusion lists, and DoubleVerify settings.
By curating premium CTV supply and working side by side with Martini Media, our strategy balanced brand safety with scale to ensure the campaign ran in full, without compromise.
Challenges:
Martini Media required a partner who could launch on time and sustain scale under strict targeting and brand-suitability restrictions, something previous partners had struggled to achieve.
The challenge was to activate a Connected TV campaign aimed at a premium audience of men aged 28–40 with household incomes above $250K. Success would be judged on view-through rate (VTR) and video completion rate (VCR), with benchmarks above 97% and 98%. Adding to the pressure, the campaign had a short setup window and faced extensive suitability exclusions and inclusion lists.
Despite these hurdles, the campaign needed to launch on time and
deliver in full.
Solution:
To deliver Martini Media’s luxury brand advertising campaign, Adform built a supply strategy that balanced scale with precision. More than ten SSPs were reviewed, with the strongest CTV deal paths curated and activated. App allow/deny lists and exclusions for unknown inventory ensured control from the start. Brand safety was reinforced through DoubleVerify with a custom Authentic Brand Safety segment and layered inclusion lists.
Campaign pacing and budgets were actively managed, with adjustments made mid-campaign to recover scale. Close coordination enabled rapid supply re-vetting, quick changes, and consistent delivery. Centralized reporting provided visibility into guardrails, deal health, and completion rates. Our CTV depth, brand-safety rigor, and hands-on problem solving set it apart where others could not.
Thom Allcock
Martini Media, EVP Marketing
“Partnering with Adform was essential to the success of this flagship campaign. Their ability to launch on time, maintain scale under strict brand-safety requirements, and optimize continuously made them stand out. Not only did Adformoutperform global platforms, but they also provided the precision and transparency we needed to deliver exceptional results. This collaboration has set a new benchmark for how we approach Connected TV.”