Connected TV: enabling data-driven and measurable media campaigns

The webinar was led by Andrea Folcio (Co-founder & CEO, The Newco), Francesco Comi (Business Growth Director, The Newco) and Emiliano Bozzi (Digital Marketing & E-commerce Manager, Fastweb + Vodafone), who explored the key challenges related to activating data-driven and measurable campaigns on Connected TV.

How did we address this challenge? 🚀

During the webinar, an approach based on the use of proprietary technologies and the enhancement of first-party data was presented, designed to overcome the fragmentation of the CTV ecosystem and enable a more advanced audience management.

By unifying user identity across different touchpoints and structuring data management, it becomes possible to build truly data-driven strategies, improving consistency, control and campaign activation capabilities.

A model that enables the shift from a fragmented approach to an integrated system, where data, audiences and media activation work synergistically across the entire funnel.

What did we achieve?

📊 Overcoming audience fragmentation across platforms and devices

🎯 More consistent, controlled and cross-channel activation

⚙️ Greater scalability through the enhancement of first-party data

🔐 Full data control and governance without reliance on third parties

📈 Measurable and optimizable performance across the entire funnel

The case study: Vodafone

During the webinar, the Vodafone success case was presented, showcasing the tangible impact of a data-driven approach applied to Connected TV:

📈 +150% Conversion Rate compared to the control group
📉 -40% Cost per Acquisition compared to previous campaigns

These results were achieved thanks to the ability to integrate data, technology and media activation into a single ecosystem, improving targeting quality and overall campaign effectiveness.

👉 Watch the full webinar to discover all the details