Adform: Deutsche Telekom Case Study

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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