In this session, find out how Vodafone partnered with Samsung Ads and used data to plan and optimise its spend, with the aim of reaching as many new viewers as possible while keeping wastage and overexposure to a minimum. What did that look like in practice, what did they learn about where true incremental reach comes from, and what would they do differently next time? They’ll also discuss how the TV activity fits into Vodafone’s wider media planning, and how insight from one channel is shaping decisions across the rest of the mix.