Case Study: Dell achieves improved Connected TV targeting and higher conversions with Adobe Advertising Cloud

Top tech company unlocks employees’ potential for making a measureable impact on customer experiences

Dell, a global leader in PCs and enterprise technology, needed to keep its brand front and center as viewers migrated from linear TV to streaming. The company sought real-time audience insights, the ability to pivot mid-campaign, and a way to engage users across Connected TV, desktop, and mobile without causing ad fatigue.

By using Adobe Advertising Cloud and Advanced Measurement, Dell linked CRM and DMP data to CTV households to target and retarget audiences, control frequency, and optimize publisher spend in flight. The campaign over-delivered on impressions, added 2.2% incremental unduplicated reach versus traditional TV/digital alone, and drove higher conversions, site visits, and aligned cross-channel KPIs for stronger overall performance.

Dell

Vab Dwivedi

Director of Digital Customer Experiences, Dell