Adform: Deutsche Telekom Case Study
Posted on: Thursday 17 March 2016
This case study highlights a campaign for Deutsche Telekom product, MagentaMobil Start. Working with MediaCom, they used the Adform full stack to create, deliver and analyse this extremely effective, cross-device campaign.
Launch Deutsche Telekom’s new prepaid mobile product, MagentaMobil Start.
Promote awareness of Deutsche Telekom’s new prepaid mobile product, MagentaMobil Start to target audience.
Drive traffic to the Deutsche Telekom website.
This campaign was the start of a new strategy for Deutsche Telekom – to start fully utilising the first party data at their disposal and to start advertising using RTB for both branding and performance activity, as well as using Adform Audience Extension.
Format: Billboard and Half Page (Double MPU)
Devices: Desktop, tablet and smartphone
Placement: The campaign was delivered exclusively on deals. The deals were negotiated with the largest media owners in Germany.
Trading: Programmatic Advertising
Data: New customers, aged 30-59 (predominantly male). Deutsche Telekom’s first-party data, Adform Audience Extension and campaign optimisation strategies, 3rd Party Data for keyword advertising (semantic advertising).
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