Results
Netherlands-based marketing agency brandwebbing has been working with Adform since 2015 and, once again, enlisted our help for its client, tado.
They hypothesized that people who viewed a connected TV (CTV) ad would show better performance when being retargeted than those who had not seen the CTV ad. And this turned out to be true, with the thermostat company able to see its CTV campaign go beyond just being a branding tool.
Why Adform:
With a long-standing relationship already in place, brandwebbing knew that we had the solutions needed for tado, which has been a global client of brandwebbing since 2022.
brandwebbing, as an independent agency, deeply values our position in the market. It particularly appreciates the way we look at privacy, transparency, and working in a partnership – taking a very personal, collaborative approach.
Challenges:
brandwebbing ran a big CTV campaign in Germany for tado, in the knowledge that CTV is mostly seen as a channel for branding and awareness. However, brandwebbing, tado, and Adform wanted to prove that CTV can also play a significant role when it comes to prospecting, and perhaps even performance.
The trio then had to consider what approach they should take to prove CTV’s effectiveness right across the marketing funnel. This meant leveraging our capabilities to deliver a campaign that combined CTV ads and display banners to measure the correlation between viewing a CTV ad and, ultimately, clicking through to tado’s website.
Solution:
To measure the impact that CTV has on prospecting and performance metrics, such as clickthrough rate and cost-per-click, brandwebbing and tado worked together with Adform to set up a data management platform (DMP) solution that could collect IP address from CTV users who watched a video ad on their television.
Based on these IP addresses, as well as other triggers such as location, we were able to extend the audience to other devices that belong to the viewer of the CTV ad.
This created a DMP segment that brandwebbing and tado were able to use for retargeting purposes which, ultimately, enabled them to achieve a notable increase in conversions.
Tijn Hoekstra
brandwebbing
“Having worked with Adform for a number of years, we knew we could partner with them to bring game-changing new opportunities to our client's campaign.
Adform allowed us to improve the short-term Impact of CTV as a channel and have impact across the entire marketing funnel. Leveraging Adform’s technology to create a DMP solution meant we were able to deliver effective cross-channel performance for tado.”