Vodafone drives media efficiency with data clean rooms

As linear TV viewership continues to decline, forward-thinking advertisers like Vodafone are re-evaluating how best to allocate their media budgets. With strong intentions to optimize the budget allocation within the classic media channels like linear TV and streaming including Connected TV (CTV), Vodafone sought to understand not just audience reach but true media effectiveness across all channels.

The core challenge: How could Vodafone maximize the impact of each advertising dollar while maintaining — or improving — reach, performance, and cost-efficiency?

Traditional metrics used in linear TV no longer offer the granularity or transparency required for accurate cross-channel comparisons. Without a way to compare how different media channels perform (especially in reaching new or overlapping audiences), Vodafone needed a solution to quantify the incremental value of CTV, inform budget shifts, and future-proof its media mix strategy.

Vodafone partnered with Decentriq and a group of both local and global streaming platforms to tackle this measurement challenge using secure data collaboration.

Through Decentriq’s privacy-preserving data clean room technology, Vodafone together with their linear TV Data partner All eyes on Screen and selected streaming providers matched data sets together in order to:

• Analyze media performance across linear TV and CTV
  
• Measure incremental reach and overlap between channels
  

Model budget allocation scenarios with a focus on cost-efficiency and audience expansion

The findings were striking — and actionable:

• CTV emerged as the top-performing, reach-relevant channel in the revised media mix:
  
  • 44,5% reach incrementality through CTV
    
  • Up to +19.8% increase in consideration
    
  • Up to 33.4% increase in purchase intent
    
• The project provided Vodafone with full-funnel visibility, allowing the company to move from reach-based metrics to true business outcomes, such as purchase intention.
  

With these results, the foundation has been set for future expansion. Vodafone plans to deepen its campaign insights with the goal of linking media exposure directly to sales conversion and ROI.

The initiative marked a turning point in how Vodafone approaches its media strategy. By embracing secure data collaboration and modern clean room infrastructure, Vodafone is proactively shaping the future of media measurement and demonstrating what it means to be a hands-on, data-driven advertiser in an increasingly fragmented media landscape.

Decentriq’s data clean room platform was instrumental in this transformation, empowering Vodafone to make smarter, faster, and more impactful decisions about where and how to invest.