Results
In Czech Republic, Skylink, the Direct-To-Home satellite and Over-The-Top internet TV provider, successfully leveraged the Czech Ad ID for retargeting in the online environment, reaching 11.2% of users who had previously seen its ad on CTV. By activating the ID Fusion feature -which enriches user profiles by linking additional identifiers- the brand expanded its reach among CTV-exposed audiences within the online space to 93.7%. This 8.4× uplift highlights the transformative potential of cross-channel identity integration.
online reach of CTV-exposed users
Baseline 1P retargeting via Czech Ad ID
online reach of CTV-exposed users
with ID Fusion
reach uplift
ID Fusion vs baseline retargeting
Why Adform:
Our partnership with Czech media house Media Club, and its representative VOD platform prima+, introduces a groundbreaking new dimension of addressability in omnichannel marketing. Through close cooperation, we have seamlessly integrated the Czech market ID solution, Czech Ad ID, which prima+ has adopted and that has been a part of ID Fusion graph. This integration unlocks innovative connected TV (CTV) retargeting and rich storytelling opportunities that are fully embedded within the Adform platform, ensuring comprehensive and effective omnichannel campaign execution and setting a new standard in addressable TV advertising.
Challenges:
CTV opens powerful new reach, but identity and activation often stall at the TV screen. Brands need privacy-safe ways to connect CTV exposure to online engagement - without losing scale or control. In the Czech market, the gap between TV and online had been a structural barrier: IDs were siloed, retargeting was limited, and true omnichannel sequencing was hard to execute. Skylink, with OMD Czech, sought a path to move from isolated CTV delivery to unified planning, measurement, and retargeting.
Solution:
This Skylink campaign established a Czech-market first: first- party ID activation from CTV into the open web. Logged-in prima+ exposed to CTV ad were collected in Skylink Adform DMP. OMD Czech and Skylink then retargeted this DMP segment programmatically across open-web with display banners showing a follow-up offer. OMD set up 2 retargeting scenarios: 1. Direct Czech Ad ID retargeting on publishers’ webs where the identifier is supported 2. Extending the Czech Ad ID segment with ID Fusion feature, which adds all identifiers from user profiles. Results: 11.2% online reach from direct Czech Ad ID retargeting, increasing to 93.7% of reach with ID Fusion - an impressive 8.4× uplift.
Michal Jůn
Strategic Consultant for Programmatic, Media Club
“Media Club is taking Connected TV advertising to the next level. By combining Czech Ad ID with prima+ first- party data and Adform’s technology, we bring clients advanced targeting options -from retargeting to socio- demographic audiences- that were previously out of reach. Following successful summer tests with OMD Czech and Skylink, the solution is now available to all Adform’s advertisers.”
Tomáš Jelínek
Acquisition Marketing Manager, Skylink
“We constantly explore options to target TV users at reasonable costs. Thanks to Adform and their cooperation with Media Club, we are now able to bridge CTV users of prima+ VOD into our standard programmatic remarketing activities in Adform. Adding ID Fusion to the mix helped us multiply the reach of CTV segment.”
Samuel Kopecký
Senior Technology Specialist, OMD Czech
“Our goal was to integrate new technologies into our campaigns and fully harness the power of CTV. We leverage Adform’s technology and the prima+ bVOD platform to accurately measure real CTV users and integrate them into our data ecosystem. This enables smarter segmentation, remarketing, and storytelling - whether excluding audiences who’ve already seen our campaign or re-engaging them for a continuous brand experience.”