Telenor Boosts Return on Ad Spend by 70 Percent

For all the talk of cord-cutting, cable companies still have an edge. Where else can you watch all the big games, premium movies, and exclusive TV shows, with affordable high-speed internet as well?

But as competition increases, they must find new ways to communicate their unique value. That’s why Norway-based telecom provider Telenor recently ramped up its paid search game, using AI to get smarter and deliver more targeted, cost-effective digital ads.

Using ads directing people to its broadband check page—where people can look up service availability in their area—Telenor boosted response rates by 58 percent while cutting its spending by 11 percent. Total return on ad spend went up 70 percent. These numbers are a strong indicator of future subscriptions because consumers who do a broadband check are more likely to become subscribers.

The mobile numbers are even better. Ad costs dropped 14 percent while broadband checks rose 117 percent, resulting in a 144 percent boost in return on spend.

The tools behind the strategy

Telenor uses Adobe Advertising Cloud Search with features powered by Adobe Sensei to manage its paid search strategy, leveraging artificial intelligence to adjust spend across all keywords to optimize ad performance and get the most out of its budget. The company also uses Adobe Analytics, Adobe Audience Manager, and Adobe Target to understand what people want, create consistent audience segments, and target them with offers that meet their needs. It even uses geotargeting to home in on certain cities or neighborhoods. The upshot is that Telenor can keep its ad budgets focused on ads that offer the greatest returns.

Yes, people still want cable TV. With a more sophisticated approach to paid search, Telenor is now smarter at reaching them.