How Yettel BG Turned CTV Viewers Into Active Searchers
In short:
Delve Deeper helped Yettel, a leading telecommunications operator in Bulgaria, move beyond passive brand exposure and use YouTube CTV to drive genuine consideration for GO+ — its loyalty program offering customers exclusive discounts and digital services through the Yettel app.
The campaign didn’t just reach audiences — it prompted them to act, generating a 29.4% search lift and a Searches per Dollar Index more than four times the study average.
The challenge:
Yettel was already reaching large audiences with brand awareness efforts. But reach alone wasn’t enough. The team had little visibility into whether that exposure was actually sparking interest — or simply being seen and forgotten.
GO+ was the product that needed attention. But getting CTV viewers to take a concrete next step — searching for GO+ on their own, without a clickable prompt — isn’t something that happens by default.
The real question wasn’t whether the ads were being seen. It was whether viewers would go beyond watching and do something about it.
The approach:
Delve Deeper planned and activated a YouTube CTV campaign through DV360, structured around two creative formats designed to work across different points of the consideration journey.
A shorter brand-focused spot built top-of-mind awareness and reinforced Yettel’s presence. A longer product-focused spot promoted GO+ directly, designed to prompt viewers to seek out more information after viewing. Both formats ran against a defined audience.
Campaign performance was measured through a search lift study, comparing search behavior between audiences exposed to the ads and a control group — giving the team a clear, quantified view of how CTV exposure translated into active interest.
Summary:
Delve Deeper Results:
Viewers exposed to the ads were 6% more likely to search for GO+ terms than those who weren’t. Within the target audience, the campaign drove a 29.4% search lift and a 4.16 Searches per Dollar Index — more than four times the study average per dollar spent.
At the creative level, the product-focused spot delivered a 29% search lift. The brand spot drove 18%. Both formats moved users from passive exposure to active consideration — and the data showed exactly how much each one contributed.
The campaign proved that CTV, structured and measured correctly, doesn’t just build awareness. It drives behavior.