Case Study: Telefónica achieves omnichannel reach and stronger engagement with Adform ID Fusion

Telefónica launches first CTV retargeting campaign in Spain with Adform, reaching 50% of unique CTV devices

Telefónica, a leader in Spain's telecommunications sector, partnered with Adform and Havas Media to address the challenge of integrating connected TV (CTV) into a seamless omnichannel strategy. The goal was to move beyond treating CTV as a standalone channel and instead connect it to other media, specifically by retargeting CTV viewers with display ads to enhance campaign effectiveness and efficiency without overwhelming the audience.

Using Adform's ID Fusion solution and omnichannel technology suite, the team launched Spain's first CTV retargeting campaign. This approach identified audiences exposed to the CTV ads across their household devices and served them reinforcing display creatives. The results were significant, with Adform helping to achieve a 2:1 ratio between unique display users and CTV reach and a 50% improvement in tying unique CTV devices to unique display users.

Telefonica