Results
Otrium, a fast-growing online outlet platform for designer fashion, partnered with Draft Digital and Adform to develop a new integrated brand and media strategy focused on sustainable, long-term growth. By shifting from a predominantly lower-funnel, performance-driven approach to a more balanced omnichannel strategy, Otriumstrengthened brand visibility, improved performance measurement, and built a scalable foundation for future expansion.
new customers vs. previous year
higher share of new customers from branding channels
increase in brand searches
for branding channels
Why Adform:
As Otrium scaled internationally, the brand required a technology partner that could connect digital activation across channels while ensuring transparency, flexibility, and data integrity. Adform was selected as the central DSP to support this strategic shift.
Adform’s independent, full-stack, omnichannel capabilities enabled Otrium to activate audio, video, display and DOOH within a single environment, with consistent audience targeting, precise frequency control and transparent reporting. Combined with seamless integrations into Otrium’s measurement and analytics setup, Adform provided the operational backbone needed to connect brand-building activity with measurable business outcomes.
Working closely with Draft Digital, Otrium’s marketing agency responsible for media planning and activation, Adform ensured reliable impression-level delivery and clean data flows, essential requirements for advanced attribution and cross-channel modelling.
Challenges:
Otrium had grown rapidly by focusing on lower-funnel performance marketing. However, rising CPCs, increasing competition and fragmented customer journeys across app and web made it increasingly difficult to scale profitably. Traditional last-click reporting no longer reflected real customer behaviour, leaving limited visibility into how different channels contributed to new customer acquisition and long-term value.
At the same time, competitors were investing heavily in brand visibility and multi-channel presence. To remain competitive, Otrium needed to evolve towards a strategy that combined upper-funnel brand building with data-driven optimisation, supported by a platform capable of activating and measuring all channels consistently.
Solution:
Adform’s omnichannel DSP became the activation layer at the core of Otrium’s new brand and performance strategy. By centralizing activation across digital audio, display, video and DOOH, Adform enabled consistent delivery, shared audience management and transparent reporting across channels.
Rather than optimizing individual channels in isolation, Adform allowed Otrium to manage frequency holistically and align brand-building efforts with performance efficiency. This omnichannel approach ensured that upper-funnel media could be activated with the same level of control and accountability as traditional performance channels.
Crucially, Adform also delivered consistent, high-quality impression-level data into Otrium’s measurement setup. This setup enabled the use of modern attribution modelling and evaluate branding channels based on performance metrics such as CPA, ROAS and contribution to new customer acquisition. As a result, Otrium was able to confidently scale its branding activity with a clear understanding of its real business impact.
Philip Sonneveldt
Head of Growth, Otrium
“Adform’s omnichannel capabilities gave us the foundation we needed to scale branding in a measurable way. The ability to activate all digital channels consistently - with clean data feeding into our modelling - was essential for building a strategy that balances brand and performance.”
Lars Postmus
Owner, Draft Digital
“Working with Adform allowed us to streamline activation across audio, DOOH, and digital formats while maintaining full transparency and control. Their technology and collaboration were critical in turning a complex, multi-layered strategy into a scalable growth engine.”