Campaign details
Brand: O2Brand owner: TelefonicaLead agency: Havas Media GermanyCountry: GermanyIndustries: Telephone & internet servicesMedia channels: Online display, Programmatic displayBudget: 5 - 10 million
Executive summary
In 2019 a new KPI was introduced for the o2 Brand digital display campaigns: qualified traffic (qTraffic). It was leveraged as a mid-funnel KPI to help generate new prospects through brand campaigns, and "hand them off" to lower funnel activiations. qTraffic is a unique conversion metric developed specifically for the o2 brand which focuses on key actions a user takes on...