Case Study: BMW South Africa achieves more efficient CTV engagement with Adform and SABC+

BMW South Africa lifts CTR and lowers CPC with Adform on SABC+

BMW South Africa, a premium automotive brand, sought to prove that free streaming TV (CTV) could efficiently reach its luxury audiences, not just deliver broad reach. The challenge was fragmented signals and inconsistent measurement in South Africa's growing CTV space, making it difficult to target high-intent audiences on a mass-market platform like SABC+. They partnered with Adform to test if first-party data could improve performance.

Adform implemented a controlled A/B test on SABC+, comparing broad targeting against BMW's own first-party audience segments using its DSP. By centralizing planning, activation, and measurement in one workflow, Adform ensured a clean comparison. The solution demonstrated that first-party CTV activation drove a higher click-through rate, lower cost per click, and a lower effective cost per interacting visit than broad targeting, while maintaining high viewability and video completion rates.

BMW South Africa