O2: Qualified connections

O2, the telecommunication company, developed a new strategic approach to audience targeting in Germany.

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...

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