Results
Find out how Telefónica, a leader in the telecommunications sector in Spain, pioneered the country’s first retargeting campaign for connected TV (CTV). For this milestone, they partnered strategically with Adform and Havas Media Network. Using our unique ID Fusion solution, the display creatives not only reinforced brand recall but also maximized campaign performance. This innovative approach allowed for greater reach and significantly strengthened engagement.
of users served display ads were also exposed to the CTV campaign
ratio between unique display users and CTV reach
improvement on unique CTV devices tied to unique display
Why Adform:
Our omnichannel technology suite is built on transparency and data security – perfectly aligning with Telefónica´s values and needs as a global leader in telecommunications and technology.
These omnichannel capabilities enable businesses like Telefónica to execute a fully-integrated, full-funnel strategy, to achieve significant, targeted audience reach. This extends beyond CTV inventory to additional channels, such as display, reinforcing the campaign’s storytelling in a cohesive and impactful way.
Challenges:
Omnichannel strategies have become a fundamental part of digital advertising. And, with the growth of CTV consumption, integrating this medium into a full-funnel approach has become essential in ensuring effectiveness, consistency, and efficiency of campaigns.
Better outcomes are achieved when integrating CTV into the wider strategy, rather than looking at it as a standalone channel. However, this creates the challenge of having to seamlessly connect CTV to other media - and across the entire funnel. But by doing this campaign effectiveness and efficiency can be significantly improved.
This was the challenge for Havas Media and Telefónica.
They wanted to launch a CTV campaign across leading publishers and then retarget users with display creatives. Each display ad viewer had already been exposed to the CTV campaign, taking them deeper into their buying journey. At least 50% of unique CTV devices had to be tied to unique display users and exposure was limited to three times per campaign and line, creating impact without overwhelming the audience.
Solution:
Through the integration of Adform’s DSP, omnichannel capabilities, and ID Fusion solution – which functions as a ‘universal translator for multiple first-party IDs – Havas Media was able to launch a fully coordinated campaign for Telefónica.
By adopting the first retargeting campaign for connected TV in Spain, we achieved broad reach across CTV, identified those audiences across associated household devices, and implemented a retargeting strategy to reinforce the message and enhance campaign performance. This transformed a CTV awareness play into a game-changing cross-channel campaign that delivered the results Telefónica required.
Nicolas Bouchet
Global Head of Data & Digital Transformation, Havas Media
“In this unprecedented collaboration in Spain, we brought a major ambition to life: retargeting TV users! We designed and implemented a full-funnel omnichannel strategy that allowed us to expand reach and maximize the effectiveness of our audiovisual campaign, going beyond the CTV inventory. Adform’s ID Fusion technology enabled us to identify exposed users and retarget them with display creatives—always with consent and with full respect for user privacy."