Vudoo recognised across four categories at The Drum Commerce Media Awards, signalling momentum in media’s shift toward measurable commerce outcomes
Global Mattel campaign highlights how premium media, data and commerce infrastructure can work together to deliver closed-loop sales.
Vudoo has been recognised across four categories at the 2026 Drum Commerce Media Awards for its work with Mattel, marking a significant milestone as brands increasingly look to connect media investment directly to measurable commercial outcomes.
The campaign spans Ad-Tech Innovation, Best Full Funnel Campaign, Best Use of CTV / Online Video in Commerce Media, and Creative Integration of Content & Commerce — reflecting both the technical and strategic breadth of the activation.
This recognition places Vudoo alongside leading global brands, platforms and agency groups, including WPP Media for Nestlé involving Amazon and Google, and Roku and Instacart for The Hershey Company, highlighting the calibre of work shaping the next phase of commerce-driven advertising.
At the centre of the recognition is Mattel’s first global commerce media activation, delivered in partnership with Afterpay Media Network, Yahoo DSP, News Corp Australia, IPG KINESSO Commerce and Amazon. Together, the group combined premium media, commerce audiences, programmatic distribution and transaction infrastructure to create a unified, end-to-end commerce experience.
The campaign was designed to close the gap between inspiration and purchase within modern, multi-screen environments. Premium video, display and connected TV placements were transformed into shoppable experiences, enabling consumers to discover products, build carts and progress toward purchase without leaving the media environment.
Powered by Vudoo’s technology, the activation embedded product discovery, cart-building and transaction pathways directly within ad experiences. This created a single system where storytelling, engagement and conversion operated together, while real-time behavioural and commerce signals informed optimisation throughout the campaign.
The campaign delivered measurable commercial outcomes, including a 122% increase in product units sold and 136% growth in transaction value. Interaction rates significantly exceeded industry benchmarks, while connected TV delivered a 19% add-to-cart rate, demonstrating its potential as a performance-driven commerce channel. The activation also drove a strong offline impact, with in-store sales more than doubling year-on-year during the campaign period.
Nick Morgan, Founder and CEO of Vudoo, said:
“We’re seeing a shift in how media is expected to perform. It’s no longer enough to generate attention — there’s an expectation that it connects directly to outcomes. What’s changed is that this can now happen within the same experience across all touchpoints — commerce can happen everywhere across all surfaces.”
Paul Blackburn, Chief Strategy Officer at Vudoo, added:
“What’s important here is the model behind the campaign. This wasn’t built in isolation — it brought together media, data and commerce infrastructure in a way that allows brands to operate across the entire journey, not just parts of it.”
This recognition builds on Vudoo’s 2023 WARC Award for Effectiveness, reinforcing a consistent track record of delivering measurable outcomes through commerce-enabled media.
Winners will be announced at The Drum Commerce Media Awards ceremony in Miami on April 27, 2026.
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About Vudoo
Vudoo is a commerce media technology company that embeds shopping directly into content and media across any channel. Its platform enables brands, agencies, publishers and ad tech partners to activate instant commerce – browsing, carting and checkout inside ads and content – turning moments of attention into measurable commerce outcomes. Built to plug into the existing programmatic and commerce ecosystem, Vudoo delivers closed-loop attribution and rich intent signals across display, video, CTV and emerging surfaces.