Adform, the most powerful and safe media buying platform in the world, has expanded its partnership with Happydemics, the leading actionable ad analytics and brand lift platform empowering ad players globally. Greater access to Happydemics’ metrics provides game-changing insights for more effective media optimisation and complements Adform’s existing suite of measurement tools, enhancing the ability to optimise spend across channels.
With advertisers eager to maximise the omnichannel opportunity, particularly as Connected TV (CTV) ad spend is expected to surge to $42.5 billion by 2028, the need for transparency and real-time performance tracking becomes critical. By embedding Happydemics’ Brand lift analytics and insights, including metrics for brand consideration, purchase intent, and ad recall rate, advertisers can better evaluate emerging channels’ combined effectiveness. For example, understanding the interplay of campaigns across CTV, Digital-Out-Of-Home (DOOH), and other digital channels equips brands with the insight to link their media investments to tangible outcomes, allocate budgets strategically and optimise to overarching brand objectives.
Global brands are already reaping the rewards of this enhanced measurement capability. Wolt and Vodafone have experienced significant improvements in brand awareness and purchase intent through Adform’s CTV offerings. For example, according to Happydemics’ brand lift studies, Wolt’s CTV campaign achieved a significant uplift of +14 points in intent to purchase and +24 points in brand consideration, with the latter category ranking among the top 10% of Happydemics’ global studies. Further, in an in-game video campaign, 52% of respondents indicated a higher likelihood of purchasing or using Wolt’s service after viewing the ad. In addition, for Vodafone’s campaign, the attribution rate was 72% of respondents; an impressive +28 points over the benchmark.
William Jones, Senior Director of Advanced TV & Omnichannel Activation, Adform, comments: “We’re thrilled to expand our partnership with Happydemics. We understand the importance of addressability and measurement as omnichannel becomes increasingly central to advertisers’ strategies. This collaboration will enable our clients to optimise results across all channels and reinforces our commitment to delivering transparency and a robust, data-driven approach that empowers brands to enhance their campaigns.”
Virginie Chesnais, Chief Marketing Officer, Happydemics, added: “Our development with Adform marks a significant step forward, equipping advertisers with the tools they need to measure the effectiveness of their media spend across emerging channels. Together, we better enable them to link campaign success to brand building and business outcomes thanks to accurate, actionable insights that drive more informed decisions all along the funnel.”
NB: Adform is a client of Bluestripe Group, Publishers of New Digital Age.
