Vodafone & Adform on Connected TV’s winning combination
Telecoms
Awareness
Video
Overview
As a globally renowned telecom giant, Vodafone has a vested interest in ensuring its ad campaigns remain at the forefront of technological innovation. In the UK, one of Vodafone’s competitors, a brand much loved by consumers, had discontinued its customer-facing broadband service. This created a gap in the market that Vodafone was eager to capitalise on. However, in a competitive space with short customer-consideration windows, Vodafone needed to act swiftly and precisely to attract these consumers seeking a new broadband provider.
Adform, as Vodafone’s long-standing DSP partner, has a proven history of finding innovative solutions for the telecom giant’s global business objectives. Alongside leading SSP partner, Magnite, Adform and Vodafone identified Connected TV (CTV) as the channel to meet its aim.
By leveraging the power of CTV, Vodafone was able to achieve exceptional performance metrics and unlock significant incremental reach. This included younger and high-value audiences that had been loyal to other telecom providers and that were previously hard to engage through traditional TV.
Can you give us some background and an overview to your case study?
As a globally renowned telecom giant, Vodafone has a vested interest in ensuring its ad campaigns remain at the forefront of technological innovation. In the UK, one of Vodafone’s competitors, a brand much loved by consumers, had discontinued its customer-facing broadband service. This created a gap in the market that Vodafone was eager to capitalise on. However, in a competitive space with short customer-consideration windows, Vodafone needed to act swiftly and precisely to attract these consumers seeking a new broadband provider.
Adform, as Vodafone’s long-standing DSP partner, has a proven history of finding innovative solutions for the telecom giant’s global business objectives. Alongside leading SSP partner, Magnite, Adform and Vodafone identified Connected TV (CTV) as the channel to meet its aim.
By leveraging the power of CTV, Vodafone was able to achieve exceptional performance metrics and unlock significant incremental reach. This included younger and high-value audiences that had been loyal to other telecom providers and that were previously hard to engage through traditional TV.
What was the role of digital within the media mix?
CTV’s granularity gives it significant advantages over its linear TV counterpart for highly-targeted ads at specific audiences. However, scale has been historically difficult to achieve on CTV, let alone transparent reporting of incremental reach.
Nevertheless, utilising precise Nielsen data segments for targeted postcode campaigns, Adform’s solution delivered impactful CTV ads, through Magnite’s suppliers, including LG, Pluto and Samsung.
What results did you attain? What was the biggest achievement?
The campaign resonated strongly across a diverse range of content genres: Entertainment, General Variety, Documentary, News, Reality and Sports.
It achieved exceptional performance metrics, including an impressive 95% completion rate, a highly efficient Cost-per-Completed-View (CPCV) of $0.026 and 46% incremental reach, with almost half of the 227,000 unique users reached being digital-only viewers.
Notably, the largest digital-only audience segments were found among the 18-24 and 35-44 age groups—audiences that were previously inaccessible through traditional linear TV. This demonstrates game-changing incremental reach with Connected TV.
