Results
How did Vodafone seamlessly blend branding with performance marketing? With our omnichannel platform and ID Fusion Solution, the telecom giant could ensure customers were reached at every stage of their buying journey, using multiple channels as touch points. After an initial prospecting campaign on the big screen with Connected TV (CTV), Vodafone followed up with a retargeting display and video campaign leading to game-changing results!
Delivery of prospecting and retargeting campaign activities, reaching the whole user pool.
Fulfilment of Cost-per-order (CPO) goal in retargeting campaign
Viewability in retargeting campaign
Why Adform:
Our long and fruitful relationship with Vodafone has seen them dive deep into the full suite of our award-winning tech stack. As a global telecom powerhouse with a dynamic media team, Vodafone jumps at every opportunity to push the boundaries of digital advertising.
With Adform, brands can truly mirror their audiences' omnichannel behavior, reaching users across a variety of internet-connected devices. Vodafone found our extensive Connected TV inventory particularly appealing, allowing them to broadcast ads on top platforms like Disney+, DAZN, Sky, Rakuten, and more!
And that's not all. Our innovative ID Fusion solution gives advertisers the power to retarget users across different devices. This ensured Vodafone could maintain high engagement and drive exceptional campaign performance every step of the way.
Challenges:
Connected TV (CTV) is known for delivering high-quality ads on the big screen, making it the ultimate channel for impactful branding. Advertisers can boost brand awareness and track metrics like viewability and complete video views.
But here’s where it gets tricky. When users are further down the sales funnel, where we need audience interaction for conversions, TV screens fall short as they aren’t clickable. Vodafone saw this challenge and aimed to solve it by combining CTV ads with regular video ads. In a cookieless CTV environment, retargeting these users brought a few more challenges to the table.
Solution:
Our omnichannel platform empowered Vodafone to engage users at every stage of the funnel. After running a prospecting campaign on CTV, Vodafone utilized Adform’s ID Fusion solution to identify audiences from the same household and retarget them through a regular display campaign. That’s the magic of ID Fusion: discovering users across a range cookieless environments.
Upper-Funnel: Kickstarting brand awareness with a CTV video ad.
Mid-Funnel: Driving engagement by incorporating a scannable QR code and phone number into the CTV ad creative.
Lower-Funnel: Gathering users from the upper and mid-funnel stages and retargeting them with online video and display ads to boost full views, clicks, and conversions.
Benedikt Herrgoss
Online Marketing Manager, Vodafone Germany.
“Thanks to Adform's solutions, we were able to combine CTV and retargeting and add a performance-orientated component to the campaign. The retargeting significantly increased views, clicks and conversions, so that the campaign also achieved very good results in the lower funnel.”
Ines Deinert
Digital Marketing Manager, Vodafone Germany
“With CTV retargeting via Adform, we now have the opportunity to increasingly integrate CTV into our full-funnel strategy and to ensure an effective, consistent, and above all, efficient approach to CTV viewers across various platforms and devices."