Madrid, Spain - Adform, the most powerful and secure media buying platform built for game changers, has partnered with Telefónica and Havas Media to transform a standalone CTV campaign into a fully integrated omnichannel experience. As Spain’s first CTV retargeting campaign, Telefónica has pioneered a market benchmark and new standard for performance across the full funnel.

The results include:

● 100% of users reached via display had previously been exposed to the CTV campaign.

● A 72.28% match rate was achieved between unique display users and CTV reach.

● A 45.46% improvement in the unique device–unique user targeting accuracy.

● All accomplished with efficient budget usage and strict frequency control.

Overcoming fragmentation and connecting CTV with the broader ecosystem in a coordinated, effective, and relevant way is essential to maximising its impact. This innovation represents a paradigm shift: CTV is no longer treated as a standalone channel, but rather fully integrated into a cohesive, seamless, and connected advertising narrative.

The success of this campaign hinged on Adform’s ID Fusion technology, which enabled precise identification of users exposed on CTV and activation of personalised retargeting across display, always ensuring user consent and full compliance with privacy regulations. ID Fusion acted as a true “universal translator” of multiple first-party IDs, enabling harmonious cross-device and cross-channel activation. This boosted brand recall, improved campaign effectiveness, and controlled frequency to prevent ad fatigue.

"In this unprecedented collaboration for Spain, we brought a major ambition to life: retargeting TV viewers. We designed and executed a full-funnel omnichannel strategy that allowed us to expand reach and maximise the effectiveness of our video campaign, going beyond the CTV inventory," said Nicolás Bouchet, Global Head of Data & Digital Transformation at Havas Media.

"This experience proves that omnichannel strategies are no longer optional, they’re essential for brands aiming to connect with their audiences in meaningful ways. In a landscape where CTV consumption keeps growing, the ability to integrate this channel into a well-executed full-funnel approach leads to measurable results, greater efficiency, and truly relevant advertising campaigns," stated Vicente Vázquez Dávila, Sales Director at Adform Spain.