T-2, a provider of internet and mobile services, launched a promotional campaign to reach new users of its services and expand its presence on the telecommunications market. The main challenge was how to effectively address potential subscribers while excluding existing T-2 subscribers from the target group. This required accurate, data-driven targeting and tailored advertising content delivered to the selected audiences.

Dynamic targeting using ISP data to accurately reach potential subscribers

Internet Service Provider (ISP)-based targeting was key to identifying the target audience during the advertising phase. Using advanced algorithms, T-2 achieved a high accuracy in excluding existing subscribers and only displaying ads to users who had not yet subscribed to its services. For users with multiple ISPs, iPROM’s technology enabled dynamic targeting by assuming that they were not T-2 subscribers if they used other providers’ networks more frequently during their personal time.

Combining own data and advanced technology targeting

One of the key factors in reaching the target audience was the use of first-party data. Thanks to its own databases and the iPROM Private DMP solution, T-2 tailored ads to the needs and behavioural patterns of target users, enhancing targeting of advertising content and increasing the effectiveness of reaching relevant users across digital channels.

Campaign results showed that this combined targeting strategy achieved over 95% accuracy in reaching the target audience. The use of the iPROM Programmatic Platform led to a 27-percentage-point increase in advertising effectiveness, making this campaign nearly seven times more effective than previous approaches.

“The telecommunications industry is one of the most competitive environments, where the effectiveness of advertising hinges on the accuracy of targeting and tailored messaging. In this campaign, we successfully reached relevant user segments using our own data alongside dynamic use ISP user data. In addition to improving efficiency, we also gained valuable insights to further refine targeting in future advertising activities,” said Matevž Šmalc, Head of Marketing and Multimedia at T-2.

“Modern advertising increasingly relies on data-driven strategies, where a ‘data-first’ approach enables precise audience segmentation and personalization of advertising content to specific behavioural patterns. Solutions such as iPROM Private DMP facilitate the effective use of first-party data, providing advertisers with a better understanding of their target audience and enabling them to optimize their advertising activities. This approach contributes to greater advertising effectiveness and enables data-driven decision making,” explains Sani Čerimić, Digital Media Specialist at iPROM.