Results
Adform proved to be the winning ticket for Sachsenlotto, the lottery operator dedicated to Germany’s Saxony region. Working with marketing consultancy Artefact, Adform was able to boost digital advertising efficiency for Sachsenlotto, enabling the brand to reach relevant users even in web environments without third-party cookies.
incremental increase in unique impressions
lower CPA through ID Fusion identifiers
lower unique eCPM after enabling ID Fusion
Why Adform:
Artefact's core value, 'There is always a way,’ aligned well with Adform’s ability to change the game for brands. For Sachsenlotto, Artefact was seeking a future-proofed technology that could withstand the decline of third-party cookies.
With its extensive experience and recent innovations, Adform proved to be the ideal solution for Artefact and Sachsenlotto to move forward.
Challenges:
Sachsenlotto may have been Saxony’s state-commissioned lottery company for more than three decades, but it still needs to be able to effectively reach both new and old users.
With third-party cookies fading away, Artefact faced the challenge of running digital campaigns that maximized advertising budget efficiency across cookie and cookieless environments.
Running campaigns without ID-based targeting would mean no frequency capping and would, ultimately, lead to high levels of media wastage and inefficiencies.
Solution:
Artefact leveraged Adform’s award-winning identity solution, ID Fusion, to enable Sachsenlotto to successfully reach users in cookieless environments, such as Safari and Firefox.
By utilizing ID Fusion – which functions as a ‘universal translator’ for multiple first-party IDs – and its ‘target only addressable users’ feature, the campaign achieved a significant increase in incremental reach and conversions.
This also enabled Sachsenlotto to decrease its media wastage, boosting efficiency and changing the game for the lottery operator’s digital advertising strategy.
Eva-Maria Karig
Digital Marketing Performance Manager
“Partnering with Adform enabled us to achieve game-changing results, despite it becoming more difficult to reach existing and potential lottery players across Saxony.
We’re incredibly happy with how Artefact was able to leverage the ID Fusion solution to drive incremental reach and guarantee that we’re able to continue reaching people across all environments.”