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Adconion Direct Highlights Success In New TELUS Case Study

TORONTO, Dec. 6, 2012 /PRNewswire/ --  Adconion Direct, a global multi-channel digital advertising solutions platform, today released a case study summarizing the results of a recent campaign with Canadian national telecommunications company TELUS, to promote the launch of the Samsung Galaxy S III smartphone. The case study was also acknowledged by IAB Canada as a noteworthy example of the benefits of incorporating cross channel audience data into strategic planning.

TELUS utilized Adconion Direct's cross-platform audience data in Social and Display to accomplish and exceed each of its campaign goals. Goals outlined included increasing engaged social media fans on their Facebook page, as well as lifting key display performance indicators, and target a new TELUS Audience based on high indexing audience attributions on Adconion Directs platform. The overall approach highlighted how cross-platform data drives better performance for both Social and Display through audience modeling and social fan engagement.

"Adconion's ability to leverage their cross platform data, combined with social modeling, resulted in 20 per cent improvement in average cost per online acquisition during the TELUS launch of the Samsung Galaxy S III™," said Lara Johnson, Director, Marketing Communications at TELUS.

Campaign highlights included:
  • Driving more than 21,000 fans in less than 6 weeks
  • Cross-Channel Audience Insights resulted in an increased click-through rate by four times over the life of the campaign
  • Cross-Channel Audience tactics resulted in acquiring new TELUS customers three times more efficiently than any other partner

IAB Canada, a non-profit fully-dedicated to the development and promotion of Digital/Interactive advertising in Canada, also took note of the campaign. "Clients should bring cross-channel audience insights into their strategic planning," said Chris Williams, president of IAB Canada. "As the TELUS case study shows, advertisers may see improved results when partnered with a platform that can not only share the insights from various channels, but can leverage it in real-time to drive results."

"We're really proud that the TELUS campaign demonstrates the benefits of leveraging cross-channel audience data to help accurately build high-definition audiences," said Tina Mooney Barnes, VP and Managing Director at Adconion Direct. "We really enjoyed this partnership and we're pleased to be recognized by the IAB."

For more information on Adconion Direct's multi-channel performance marketing platform, please email, call 416–637-4658 or visit their website at For more information on the case study, please contact


TELUS (TSX: T, T.A; NYSE: TU) is a leading national telecommunications company in Canada, with $10.8 billion of annual revenue and 13.0 million customer connections including 7.6 million wireless subscribers, 3.4 million wireline network access lines, 1.3 million Internet subscribers and more than 635,000 TELUS TV customers. Led since 2000 by President and CEO, Darren Entwistle, TELUS provides a wide range of communications products and services including wireless, data, Internet protocol (IP), voice, television, entertainment and video.

In support of our philosophy to give where we live, TELUS, our team members and retirees have contributed more than $260 million to charitable and not-for-profit organizations and volunteered 4.2 million hours of service to local communities since 2000. Fourteen TELUS Community Boards lead TELUS' local philanthropic initiatives. TELUS was honoured to be named the most outstanding philanthropic corporation globally for 2010 by the Association of Fundraising Professionals, becoming the first Canadian company to receive this prestigious international recognition.

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