How Turknet Brought Its Speed Story Into Livestreams Through Streamer-Native Ads and Real-Time Announcements
In a media landscape where Gen-Z has become increasingly resistant to traditional and social advertising, Turknet turned to GingerLive to open a new channel entirely: the live stream.
Over five months, the two companies ran a continuous, always-on campaign combining Rich Media Overlays, Native Recommendations, and real-time Announcements, placing Turknet's message directly inside the content Gen-Z was already watching, in the voice of the streamers they already trusted.
The result: ~1.8 million impressions, a ~99% view-through rate, 2,606 measurable queries, and a CTR that kept climbing every single month.
Campaign Overview
Turknet's core challenge was a familiar one for telco brands: how do you communicate speed, value, and reliability to an audience that skips every ad it can?
Gen-Z doesn't just ignore traditional media; they've built infrastructure to avoid it. Ad blockers, subscription tiers, and content skipping. Standard social placements increasingly feel like interruptions.
GingerLive's approach was to make the ad part of the stream itself. Instead of interrupting the viewing experience, Turknet's message was embedded inside it, through streamer-native overlays that appear directly within the broadcast feed, and Announcement activations where streamers delivered Turknet's speed and pricing message in their own words, in real time.
The campaign ran across 71 streamers, 968 live streams, and 77 different content categories, sustaining presence across a diverse range of gaming, entertainment, and lifestyle content from October through February.
Objectives
1. Reach Gen-Z Outside the Reach of Standard Media
Move beyond the diminishing returns of social and display advertising by activating inside the platforms and content formats Gen-Z actually engages with: live streams on Twitch and Kick.
2. Communicate Turknet's Speed and Value Proposition Authentically
Turknet's message, up to 1000 Mbps, and competitive pricing, needed to land with credibility. The campaign bet that streamer voices would carry that message more convincingly than any brand creative.
3. Build Performance Through Continuous Optimization
Rather than a burst campaign, Turknet committed to an always-on strategy, enabling GingerLive to identify the highest-performing streamers and continuously shift weight toward them month over month.
4. Demonstrate Measurable Conversion Beyond Awareness
Prove that live stream advertising can drive bottom-of-funnel results, not just brand impressions.
About Turknet
Turknet is one of Turkey's leading internet service providers, known for its fibre infrastructure, competitive speed tiers, and a brand positioning built around performance and reliability. With a growing focus on digital-native customer acquisition, Turknet recognized that reaching the next generation of broadband customers required going where that generation spends its time, and its attention.
Campaign Strategy: Three Formats, One Coherent Presence
Rich Media Overlays; Always-On Visibility
Dynamic creatives were embedded directly into the live stream feed, delivering high-visibility brand exposure without disrupting playback. Because overlays render inside the streaming software itself, they are fully immune to ad blockers, ensuring every planned impression actually reaches a viewer.
Native Recommendations; Seamless Integration
Native Recommendations placements blended Turknet's message into the content environment organically, matching the visual and contextual tone of each stream rather than standing apart from it.
Announcements; Authenticity at Scale
The campaign's most distinctive element. Selected streamers delivered real-time verbal announcements about Turknet — its speeds, its pricing, its advantages — in their own language, in the flow of their own content. Viewers heard about a 1000 Mbps connection from someone they watch every day, not from a brand. That difference in source credibility is measurable.
Execution & Performance
Campaign Footprint
- 📡 ~1,800,000 Total Impressions
- 🎯 ~99% View-Through Rate (VTR)
- 🔍 2,606 Total Measurable Queries
- 👤 71 Unique Streamers Activated
- 🎮 968 Total Broadcasts
- 🗂️ 77 Different Content Categories
- 🖥️ 88.2% Desktop Click Share
Monthly Performance Breakdown
| Month | Impressions | CTR (%) |
|---|---|---|
| October | 309,280 | 0.4 |
| November | 330,139 | 0.5 |
| December | 278,913 | 0.7 |
| January | 554,919 | 0.7 |
| February | 322,868 | 1.1 |
CTR more than doubled from the campaign's first month to its last, without any increase in budget or creative pressure. The gain was driven entirely by streamer optimization: identifying which streamers drove the most engaged clicks, and gradually concentrating delivery toward them.
Key Results & Impact
1. CTR Growth Independent of Budget or Duration
The single most important result of this campaign is the CTR trajectory. October: 0.4%. February: 1.1%. This is not the result of increased spend, refreshed creative, or seasonal uplift. It is the direct output of data-driven streamer selection compounding over time, and it demonstrates that GingerLive's optimization layer becomes more powerful the longer a campaign runs.
2. Streamer Optimization Is as Effective as Audience Targeting
Traditional digital campaigns lean on demographic and behavioral data to reach the right person. This campaign demonstrated an alternative: optimize for the right streamer, and the right audience follows. Streamer affinity, community composition, and content context act as a proxy for precise audience targeting, without requiring user-level data.
3. Always-On Performance Improves, Not Decays
Campaign fatigue is a structural concern for long-running digital campaigns. Here, the opposite happened. Performance grew. This is because GingerLive's optimization model uses impression volume as a signal, and the more data it accumulates, the better the allocation. Always-on is not just a media strategy; it is an optimization strategy.
4. Measurable Conversion Beyond the Awareness Phase
2,606 tracked queries represent users who moved from exposure to active interest. This is a material conversion signal for a telco campaign, particularly one running in a context (live streaming) not traditionally associated with direct response. With the right optimization, GingerLive can deliver performance at every stage of the funnel.
5. High Desktop Intent
88.2% of all clicks came from desktop environments — consistent with the behavior of engaged live stream viewers who are both watching content and browsing simultaneously. This is a high-intent click profile.
Key Takeaways
Streamer optimization is as powerful as data targeting. When you optimize toward the right creators, the right audience self-selects. Community fit is a targeting signal.
Always-on campaigns gain, not lose, performance over time. The optimization flywheel needs data to spin, and it rewards brands that stay in the market.
Below 300,000 impressions, optimization headroom is limited. Scale matters. The campaign's best months were its most optimizable months.
GingerLive can deliver conversion beyond awareness. 2,606 measurable queries from a live stream campaign is a direct-response result. The funnel doesn't stop at brand recall.
More streamers, more optimization, better engagement. The breadth of the streamer network, 71 creators across 77 content categories, is what made granular optimization possible.
Why This Campaign Matters
A New Channel for Telco in the Gen-Z Era
Turknet's challenge is the telco industry's challenge: how do you earn attention from a generation that treats connectivity as infrastructure and advertising as noise? This campaign answered it by becoming content rather than interrupting it.
Proof That Live Streaming Is a Full-Funnel Medium
The industry has been slow to position live streaming as anything beyond a brand awareness play. This campaign produced 2,606 measurable queries. That is a conversion metric. GingerLive and Turknet have demonstrated, with data, that the funnel extends deeper than the impression.
Conclusion
The Turknet x GingerLive campaign is a blueprint for how a performance-minded brand can activate inside live streaming and measure results at every stage of the funnel.
With ~1.8M impressions, a 99% VTR, 2,606 direct queries, and a CTR that grew from 0.4% to 1.1% through nothing but streamer optimization, this campaign proved that live stream advertising rewards patience, scale, and smart allocation.
Turknet met Gen-Z where they live. And Gen-Z responded.
