Results
As the Brussels Motor Show celebrated its centennial, Mercedes-Benz had a bold vision – to launch a game-changing Connected TV (CTV) campaign spotlighting the cutting-edge features of their cars. Enter Adform and PHD, the dream team poised to make it happen. With our local expertise and access to prime CTV inventory sources, we were able to exceed expectations and deliver unparalleled service.
Opportunity-to-see (OTS) score
Determined by dividing the total potential viewership by the number of viewers who saw the ad at least once.
Higher OTS score than national average
Why Adform:
The realm of Connected TV (CTV) remains a goldmine for savvy digital marketers looking to tap into television audiences. In Belgium alone, 42% of the total population used the internet to watch television in 2023**
When PHD Media, a powerhouse in the global media landscape, set their sights on executing a laser-focused CTV campaign for Mercedes-Benz in Belgium, they knew they needed the right partner. With our platform, global brands and agencies are guaranteed to be as omnichannel as their audiences. PHD Media were able to leverage our market expertise and inventory to create a substantial impact
Challenges:
As the Brussels Motor Show marked its centenary in 2022, Mercedes-Benz aimed to capitalize on the heightened buying intent among Belgians during this period. While the DSPs already in use by PHD offered ample inventory, a noticeable gap existed in terms of local inventory knowledge and availability.
Solution:
PHD executed a campaign on behalf of Mercedes-Benz, emphasizing their cars’ cutting-edge features, such as its sound system and internal innovations.
Adform's award-winning DSP seamlessly integrates with a plethora of CTV inventory sources, either directly or via multiple SSP. This integration was pivotal in enabling PHD and Mercedes-Benz to access and leverage locally sourced inventory in Belgium. Moreover, Adform's widespread local presence ensured comprehensive support in Belgium, affording PHD the opportunity to tap into personalized and responsive platform solutions, expert consulting, and dedicated customer care.
*https://www.statista.com ‘Share of the population that use the internet to watch television in Belgium from 2012-2023 [Accessed 2024]
Kevin Rollier
Data & Tech Director, PHD Media
"Adform's stellar support that encompassed execution, helpful insights, and campaign support, was instrumental in the success of our first CTV campaign, which reinforced our Brussel Motor Show strategy. Their experienced team provided flawless guidance, ensuring we achieved our desired outcomes. The team was truly remarkable."
Peter Zijlstra
Head of Marketing, Mercedez-Benz, Benelux
“I believe embracing new and innovative marketing channels is essential, and that's why we have chosen to invest in CTV advertising. The Adform DSP allowed us to get the maximum incremental reach within our audience; together with the guidance of PHD, we were excited to work on this innovation.”