Results
In Türkiye, The Magnum Ice Cream Company partnered with Adform to turn TV moments into measurable outcomes. We connected HbbTV, a European smart-TV standard that blends broadcast and internet, to rapid CTV re-engagement, then verified impact with ID Fusion against a held-out control group. Over 2.5 months, the campaign demonstrated a timely, scalable path from TV exposure to action
conversion-to- impression lift vs. TV-exposed audience
CTV conversion rate
campaign contribution
Why Adform:
We unified Magnum’s linear and digital touchpoints in one platform, pairing Adform DSP and DMP with HbbTV signals to identify TV-exposed households, re-engage them on big-screen streaming, and measure downstream actions with ID Fusion. Our transparent reporting and flexible frequency controls let us coordinate messaging across CTV and display without overserving. We made sure the experience traveled with the viewer, not the channel, helping to change the game from awareness to action.
Challenges:
For over 20 years, Magnum’s promotion campaign has turned dreams into reality and become one of Türkiye’s most participated campaigns. Yet in early 2025, we observed a decline in entries made through our website compared to 2024. To expand the impact of our high-reach TV communication into digital and redefine the future of our media strategy, we set out to find an innovative solution.
Solution:
We followed a simple path: start with people who saw the Magnum TV spot, then meet them again at the right moment. When a spot aired, eligible smart TVs signaled household exposure, and we quickly re-engaged those viewers on CTV with matching creative. CTV + HbbTV connected linear TV exposure to digital re- engagement, letting us retarget TV-exposed households on big- screen streaming within the first hour and prove the path from TV to action. We shaped the journey in four stages: first, retarget viewers of the Magnum TV ad on CTV; second, nudge site visitors who hadn’t joined the sweepstakes with tailored messages; third, re-engage existing participants to increase frequency and scale; fourth, measure impact with a control group.
We prioritized the “golden hour” after each spot, then tapered delivery for up to 24 hours to capture lingering interest without fatigue. With ID Fusion tying CTV exposures to completed actions, we tuned pacing and frequency in near real time, creating a smooth handoff from TV spark to digital action and strong performance with minimal waste.
Ecem Caka Altınok
Performance and Retail Media Lead, The Magnum Ice Cream Company
"This campaign was a turning point in how we approach integrated media. For the first time, we were able to quantify TV’s direct contribution to conversions - something that has long felt intangible. By synchronizing linear TV with CTV and capturing intent at the exact moment it peaked, we built a fluid, data-driven ecosystem rather than separate channels. ID Fusion gave us the clarity to see the incremental value behind every touchpoint, while smart exclusions and precise segmentation ensured that our investment worked harder with zero waste. For me, this wasn’t just a campaign; it was a blueprint for how modern media can connect brand storytelling with accountable, measurable growth"
Erbay Aktuna
Cross Category Digital Director & Digital Lead, PHD
“This campaign proves TV can be more than brand building, it can drive measurable performance. By connecting consumer intent to activation through seamless platform connectivity, we delivered efficient, accountable growth. With TVEkstra’s real-time HBBTV and Adform’s data and activation stack, we achieved digital-level precision in the most traditional medium and set a new benchmark for cross-channel TV campaigns.”