Wanting to expand its audience in Taiwan, Far EasTone Telecommunications teamed up with us to run an omnichannel campaign — including Connected TV — and significantly boosted its reach, cost-effectiveness and brand impact as a result.
“It is critical to ensure Far EasTone reaches top of mind for consumers in the competitive telecommunications market. This is why we continuously seek innovative advertising solutions. Partnering with The Trade Desk has enabled us to expand our reach across the open internet, enhancing ad recall and consideration.”
Belinda Chen
VP of Brand Management and Business Planning, Far EasTone Telecommunications
Increasing audience reach and brand impact with an omnichannel approach
Far EasTone Telecommunications (FET) is one of Taiwan’s largest telecommunications companies, providing mobile phone services to more than 9 million customers.
To increase brand consideration and ad recall among potential customers, the company wanted a cross-channel media solution that would allow it to expand its audience efficiently and gain more quantitative and qualitative insights into campaign performance.
Harnessing data across multiple channels to grow reach and brand consideration
FET and its agency, Starcom, used our platform to deliver its ads programmatically across Connected TV (CTV), over-the-top (OTT), and video channels. This enabled the company to tap into our marketplace of premium inventory and manage its campaign more efficiently and cohesively across channels.
With a goal of increasing brand consideration and ad recall among potential customers, FET used a variety of data-driven targeting strategies to reach its audience via CTV and OTT platforms. This included targeting its competitors’ customers with our carrier targeting solution, which drove a 53% higher click-through rate for FET. The company also used our third-party data segments to target consumers interested in telecommunications, consumer electronics, streaming, and home appliances.
By activating our Audience Insights tool, FET was able to identify new potential customer groups, including sports fanatics, responsible shoppers, and tech-savvy young consumers.
FET was thrilled with the results of its campaign, achieving a 73% higher video completion rate (VCR) when targeting FET’s prospects, which in turn led to a 26% decrease in cost per completed view (CPCV). The campaign also saw a 13% lift in brand consideration and a 6% lift in ad recall among consumers exposed to FET’s ads, compared to those who weren’t. What’s more, FET saw a 5.4% increase in its 5G users after campaign launch.
FET plans to use the audience and performance insights from this campaign to help optimize its future campaigns.
Interested in learning how you can increase your brand reach with an omnichannel campaign? Contact us below.