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MagentaTV campaign generates 11x higher post-click conversion volume with Kokai

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Image of a woman smiling and looking at the television while using her remote

Key results

x
higher post-click conversion volume
x
lower post-click cost per order
%
more clicks with 42% less budget
%
lower cost per click
Business objective 

Seizing an opportunity to attract new subscribers

When a new German law came into effect allowing tenants to choose their own TV providers instead of being forced to pay landlords’ cable TV fees, telecommunications giant Deutsche Telekom saw an opportunity to recruit new subscribers to its MagentaTV platform. Serving around 4.4 million customers in Germany, MagentaTV is a popular streaming service that offers live TV and on-demand content.

Deutsche Telekom wanted to drive curious customers to its website as efficiently as possible, and ultimately grow its user base. It also aimed to improve its click-through rate (CTR) and cost per click (CPC) — important proxy KPIs for the brand. 

Deutsche Telekom is always keen to try new advertising solutions, so it worked with its agency, emetriq, to use The Trade Desk’s platform to devise a cutting-edge strategy that both enhances campaign performance and increases post-click orders. 

Solution

Improving conversions with the power of Kokai 

Emetriq ran a programmatic campaign for Deutsche Telekom on our platform, tapping into our extensive selection of premium display and over-the-top (OTT) inventory. 

The team launched its OTT campaign using our AI-powered media buying experience, Kokai. Emetriq pinpointed the company’s most valuable audience by creating a seed, and then used our improved algorithm and activated our Koa Audiences to find similar, new customers. Deutsche Telekom was the first company in Europe, the Middle East, and Africa to test this algorithm. 

Together, these approaches contributed to significant cost-efficiency gains compared to running Deutsche Telekom’s same campaign in our previous-generation media buying platform. The campaign that ran in Kokai achieved 54%1 more clicks with 42%1 less budget as well as a 62%1 lower CPC. 

Moreover, post-click conversion volume as measured by Adform increased by 11x2 when comparing pre- and post-Kokai migration. This resulted in an 18x3 improvement in average post-click cost per order. 

Deutsche Telekom plans to build upon the success seen with this AI-powered campaign for not only MagentaTV but also its other media properties. 

Sources:
1. The Trade Desk Platform Data, Q2 2024 vs Q1 2024 
2. The Trade Desk Platform Data and Adform Data, Q2 2024 vs Q1 2024 
3. The Trade Desk Platform Data and Adform Data, Q2 2024 and Q3 2024 combined (up to and including August 6th 2024) vs Q1 2024 

“With tenants able to choose their own TV provider for the first time, ensuring MagentaTV was front of mind for consumers was a priority for our business. But we also wanted to drive traffic to our landing page and convert users as cost-efficiently as possible. Working with The Trade Desk’s cutting-edge algorithm and targeting solutions enabled us to boost clicks while also significantly reducing our cost per click.”

Julia Knöfler, 
Deutsche Telekom 

Learn how using our AI-powered Kokai platform can help you drive cost-efficiencies for your next campaign. Contact us below or reach out to your account manager at The Trade Desk today.

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