Results
At Adform, we partnered with global agency HAVAS and TVEkstra, specialists in addressable TV advertising, to address Reckitt’s ambitious goal of achieving seamless measurement across Linear TV and digital platforms. By leveraging our advanced ID Fusion technology and omnichannel capabilities, we seamlessly integrated TV audience data provided by TVEkstra with digital environments, delivering a unified, cross-device campaign for Reckitt’s dishwasher brand, Finish.
Enhanced reach achieved through cross-platform frequency capping
Reduction in costs by minimizing media wastage
Improved targeting driven by the reduction of media wastage
Why Adform:
At Adform, we pride ourselves on delivering cutting-edge solutions that redefine what’s possible in the advertising industry. When HAVAS faced the challenge of crafting a strategy to seamlessly integrate linear TV with digital data for their client Reckitt, we rose to the occasion with game-changing innovation. This groundbreaking effort was made possible through a collaboration with TVEkstra, a media technology partner renowned for their expertise in Linear TV audience measurement. Together, we executed a campaign that redefined cross-platform media planning, delivering measurable, impactful results.
Challenges:
Linear TV and digital platforms have traditionally operated in silos, making it difficult for advertisers to measure and optimize audience reach across both channels in real time. This fragmentation posed a significant challenge for Reckitt and HAVAS, who needed a seamless solution to integrate Linear TV data into digital media planning, ensure precise audience targeting and campaign efficiency, and navigate a cookieless future. The cookieless environment added another layer of complexity, requiring advanced tools for audience identification and retargeting. Reckitt’s specific goal was to run a cohesive cross-device campaign for their dishwasher product, Finish, bridging the gap between Linear TV and digital platforms.
Solution:
Adform’s omnichannel platform, in conjunction with TVEkstra’s robust infrastructure and our proprietary ID Fusion technology, provided the foundation for an innovative, end-to-end solution. TVEkstra supplied detailed device-level data, which was seamlessly integrated into our Data Management Platform (DMP). This allowed HAVAS to identify and track users within the same household across multiple digital devices. TVEkstra’s data included second-by-second viewing metrics, revealing exactly how much of the TV ad each user had watched. This granular data informed the development of a precise frequency capping strategy. After the TV ad for Finish aired, users who had watched at least 75% of the ad were positively scored. Using our Demand-Side Platform (DSP), we ensured that users saw the ad a maximum of three times across all platforms. For example, if a user had already viewed the ad twice on TV, they would only see it once in a digital environment.
İrem Kalebaşı
Media Manager, Reckitt
“Thanks to our collaboration with Adform and TVEkstra, we have created an innovative way to reach our target audience. By unifying TV and digital reach, we effectively used our budget to leverage unique reach. With impressive results, we are proud to be a part of this partnership, which opened doors to the future of media”
Levent Kasapoğlu
Head of Digital, Havas Media
”Adform was more than just a technology partner – they truly understood the essence of our Fusion Planning approach and embraced it as their own. Their ability to grasp the vision, adapt to our specific needs, and even enhance the concept with their expertise made a real difference. They became an integral part of the process, offering innovative solutions that helped us bridge the gap between TV and digital more effectively. Adform’s proactive approach, deep market knowledge, and hands-on support ensured that we were not just implementing a tool but crafting a smarter way to plan media. Thanks to Adform, Fusion Planning has evolved into a powerful media strategy that delivers great results”