Erdem Hospital has won two awards at Türkiye’s 16th GIGI Awards for a data-driven advertising campaign that used live football match events to tailor Connected TV (CTV) advertisements during the 2026 FIFA World Cup.
The hospital’s “Emotion Targeting” campaign received recognition in the Effective Use of Data and Data-Driven Direct Digital Marketing Applications categories. Developed with creative agency Kudos and media technology partner DoubleJump, the campaign connected live match data with advertising scenarios aimed at viewers in the UK, France and Germany during the tournament’s semi-finals and final.
The campaign highlights how real-time signals can be used to make CTV advertising more contextually relevant. Instead of serving identical creative throughout a match, the approach adapted messaging around goals, decisive plays and other significant moments on the pitch.
DoubleJump Nexus Connects Match Data With CTV Creative
The campaign used DoubleJump Nexus CTV technology to trigger different advertising scenarios in response to live match events. The aim was to align Erdem Hospital’s advertising with the excitement and emotional intensity of the game.
This approach illustrates a developing use case for data-driven CTV: connecting contextual signals to creative decisions while an event is still unfolding. For advertisers, such systems can provide an alternative to static campaign scheduling, allowing messages to change according to the content or circumstances surrounding an impression.
The announcement does not detail the technical implementation, including the source and latency of match data, the rules governing creative selection, or the number of creative variants deployed. Those details would help establish how the campaign handled live-event timing and the operational requirements of delivering relevant ads at scale.
The advertisements were delivered in local languages, allowing the campaign to maintain a common international brand message while adapting its presentation for individual markets. QR codes also enabled viewers to move from their television screens to the hospital’s digital platforms.
That interaction connects CTV exposure with a measurable digital action. QR-based response mechanisms can help advertisers track engagement beyond the television screen, although the announcement does not disclose scan rates, completed actions or conversion results.
Data-Driven Advertising Supports International Expansion
Erdem Hospital positioned the campaign as part of its effort to build international brand recognition. The company reports improvements in organic search visibility and digital engagement following the campaign, but did not provide baseline figures, percentage changes or attribution details.
The announcement also identifies the UK, France and Germany as the campaign’s advertising markets, while describing improvements in awareness across the UK, France and Spain. It does not explain this difference in geographic scope or establish which markets contributed to the reported outcomes.
For international advertisers, the campaign offers an example of combining live-event context, localization and interactive response mechanisms within a CTV strategy. However, award recognition and reported engagement improvements do not by themselves demonstrate incremental business impact.
Market Landscape
CTV advertising is evolving beyond conventional video ad insertion as advertisers explore contextual targeting, dynamic creative and ways to connect television exposure with digital engagement. Live sports can be especially suitable for event-responsive creative because match developments create recognizable moments around which messages can be organized.
The approach also introduces execution challenges. Advertisers and technology partners must coordinate event data, creative rules, localization and delivery timing while maintaining brand suitability and consistent campaign operations.
Strategic Outlook
The Erdem Hospital campaign demonstrates the potential of connecting live sports data to CTV creative. Its broader significance will depend on whether advertisers can replicate the approach reliably and demonstrate measurable improvements against static or conventionally targeted campaigns.
Further disclosure of campaign reach, QR interactions, search growth, conversions and comparative performance would provide a clearer picture of its effectiveness. For AdTech buyers, the key question is not simply whether advertisements can react to live events, but whether that responsiveness improves outcomes enough to justify the added operational complexity.
Top Insights
- Two industry awards: Erdem Hospital’s Emotion Targeting campaign won recognition in two GIGI Awards categories.
- Live-event triggers: DoubleJump Nexus was used to adapt CTV advertising to match developments.
- Localized creative: Ads were delivered in local languages across three European markets.
- Interactive response: QR codes connected TV viewers with the hospital’s digital platforms.
- Limited public metrics: No campaign-level reach, conversion or quantified performance results were disclosed.
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