DIGI Romania -2025 DEMO
Facebook competitive for the telecom industry
Competitive Intelligence Report | January 2025/ Public data from Facebook Ads Library
1,919
Total Ads
Analyzed between November 2024 - December 2025
2.5M
Maximum Ad Reach
Best performing ad reached 2,554,246 users
90K
Average Reach
Each ad reached an average of 90,354 users
One year investment
1
Total Impressions
1.06B
2
RON Investment
8.1M
3
Average CPM
7.46
DIGI's advertising campaigns achieved 1.06 billion total impressions, reflecting their extensive Facebook reach in 2025. This significant audience engagement was driven by an investment of 8.1 million RON, with an average Cost Per Thousand (CPM) of 7.46 RON.
Budget: DIGI Monthly Budget Evolution 2025 (RON)
Content: Top 10 Communication Topics
Analysis of the most frequent themes in DIGI Romania campaigns, ordered by the number of ads published.
Targeting: The Dominant Segment:
Generation 45-54
DIGI's Facebook strategy reveals a clear winner in the battle for impressions. The 45-54 age group captures more than a quarter of all advertising reach, representing 292.6 million impressions and establishing themselves as the primary target for Romania's telecommunications giant.

Peak Performance: The 45-54 with 27.5% share, followed closely by 35-44 at 26.0%.
Cost: The March Anomaly
CPM Variations by Period

Critical Finding: March's 14.26 RON CPM is nearly 3× the annual average, signalling either intense competition or premium content strategy.
Why CPM = 14.26 RON in March?
Answer: DIGI launched premium TV content campaigns!
01
SkyShowtime Partnership Launch
Major campaign for new Digital SkyShowtime package achieved 7.27M reach with just 8 adverts. Premium positioning justified higher CPM for massive awareness impact across target demographics.
02
White Lotus Season 3 (HBO Max)
March 2025 launch of highly anticipated series. The coop_maxpak_whitelotus campaign reached 1.95M users with precise targeting, driving premium CPM through quality audience selection rather than volume.
Intent: Awareness-First CTA
Strategy with E-Commerce Focus
CTA Distribution
70%
LEARN MORE - awareness focus
23%
SHOP NOW - e-commerce component
5%
GET OFFER - conversion campaigns
The CTA strategy is awareness-focused with a significant e-commerce component. GET OFFER indicates specific direct conversion campaigns.
Commercial: Partnership Ecosystem
DIGI Romania strategically collaborates with phone brands, streaming platforms, and sports channels to diversify its offerings.
Device Partners
28% of total ads
  • Xiaomi: 262 ads (13.7%)
  • Oppo: 113 ads (5.9%)
  • Samsung: 83 ads (4.3%)
  • Motorola: 82 ads (4.3%)
Streaming & Content
9.5% of total ads
  • SkyShowtime: 72 ads (3.8%)
  • Eurosport: 65 ads (3.4%)
  • HBO Max: 58 ads (3.0%)
  • Film Now: 25 ads (1.3%)
  • BBC First: 20 ads (1.0%)
Sports Competitions
4.9% of total ads
  • Eurosport: 65 ads
  • UEFA: 39 ads
  • Champions League: 36 ads
  • Premier League: 16 ads
  • Wimbledon, Roland Garros, La Liga
Total ads with partnerships: 792 (41.3%) - almost half of DIGI's campaigns include strategic collaborations.
Content performance: Top 5 Ads by Reach
The most performant DIGI Romania campaigns, ordered by the number of users reached.
1
Reach: 2,554,246 | DCO | LEARN MORE
Oct 2025 - Jan 2026: "Subscribe for super speed and a constantly stable connection!"
2
Reach: 1,997,907 | CAROUSEL | LEARN MORE
Feb - Apr 2025: "Come to DIGI with your number, it's fast and easy! Port online directly..."
3
Reach: 1,990,183 | CAROUSEL | LEARN MORE
Oct 2025 - Jan 2026: "See for yourself why #InternetMeansDIGI"
4
Reach: 1,668,102 | CAROUSEL | LEARN MORE
Mar - Apr 2025: "Unravel all the mysteries only on BBC First, position 100 in the DIGI grid"
5
Reach: 1,665,263 | CAROUSEL | LEARN MORE
Sep 2025 - Jan 2026: "Want to join DIGI, but have a subscription with another network? It's super simple to port your number"
Distribution: Multi-Platform Distribution
Platform Coverage
100%
Instagram
1,919 ads - total coverage
99%
Facebook
1,898 ads - almost total coverage
99%
Audience Network
1,897 ads - maximum coverage
48%
Threads
927 ads - secondary platform
41%
Messenger
786 ads - secondary platform
Creative Format Strategy
Format Distribution
DCO - 68.2%
Dynamic Creative Optimization for automated testing and maximum performance
Carousel - 27.5%
Secondary format for presenting multiple options and packages
Video - 2.5%
Minimal usage, focus on optimizable static formats
DIGI prefers dominant DCO for automated creative optimization, allowing for rapid variant testing and maximum performance.
Conclusions
Real Target: Adults 35-54
53.5% of all impressions
These are the household decision-makers with purchasing power. DIGI's strategy correctly identifies and prioritises the demographic that controls telecommunications budgets in Romanian families.
Clear Seasonality
Q1 + Q4 = 60% of budget
First and fourth quarters dominate investment, aligning with content launches and Black Friday. This strategic concentration maximises impact during high-intent periods.
Summer = Efficiency Window
Low CPM, reduced investment
May through August offers the lowest CPMs of the year. DIGI strategically reduces spend whilst maintaining presence, recognising that summer isn't prime time for telecommunications decisions.
Black Friday > Christmas
November is conversion month
November's 1.13M RON investment significantly exceeds December's 396K, revealing that Black Friday drives contract signings whilst December focuses on brand presence during lower-intent holiday period
Source: Facebook Ads Library