Background
Vodafone was looking to drive awareness and engagement with their campaign promoting their Home Broadband product. They wanted to draw attention to their messaging without taking away from the surrounding content. Vodafone also had a specific target audience of those with a higher propensity to switch internet services.
Solution
TripleLift utilized Amazon DSP to access TripleLift curated purchase intent audience data to reach those actively in-market for broadband. This shifted Vodafone away from broad contextual and into audience-first buying, designed to capture performance with precision.
Results
The campaign surpassed performance benchmarks and delivered efficiency at scale. The CPM was lower than Vodafone’s historic programmatic buys and other partners on the plan.
In order to further track performance and view engagement, an eye-tracking study was deployed in a closed environment. Through that, it was found that 96% of those exposed to the ad saw it, and it was noticed 3x faster than the display ad on the same webpage. The average time viewed was 2.14 seconds, indicating a high level of engagement for a consideration format. This performance is a strong signal for continued investment in the Native format.
TripleLift transformed our broadband customer acquisition. Using purchase intent data, we efficiently reached in-market audiences, resulting in lower CPMs, premium ad placements, and strong click and conversion rates.
Jonny Tiplady
Programmatic Specialist, Vodafone
