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Case Study

Testing Ad Content

BT utilised Activision Blizzard Media’s 100% brand safe mobile platform to boost brand impact for its ‘Code a Cake’ campaign—a  digital initiative that explores the world of coding. Through a brand lift study, BT was able to test the effectiveness of its video ad in a premium and fully opt-in environment. 

The Goal

Drive awareness and visit intent among parents for BT’s 'Code a Cake' website.

  • Campaign Dates: April-May 2020
  • Creative Format: 15 Second Video with End Card
  • Market Measured: United Kingdom
  • Inventory: King Games


The Solution

To reach its target audience of parents, BT leveraged King’s UK gamer base—40% of which have children under the age of 18. Through eye-catching rewarded videos that featured clear branding, the campaign helped BT drive brand exposure. Moreover, the inclusion of an end card provided those considering the ‘Code a Cake’ program with easy access to additional information.

BT brand video end card case study

The Results

The campaign's natively integrated video ad was highly successful, delivering across all key performance metrics. Additionally, the campaign had a CTR that was more than double the industry average.


  • 91.7 %

    Video Completion Rate

  • 99.6 %


  • 0.8 %

    Click-through Rate

The Success

The campaign was a huge success in promoting BT’s ‘Code a Cake’ initiative, driving statistically significant impact across both brand metrics. Ad exposure resulted in an exceptionally high lift in awareness, with a +38% point increase. Additionally, visit intent to the website increased by +6% points. 

BT case study performance data graph

"Activision Blizzard Media played an integral role in helping us raise awareness of our ‘Code a Cake’ campaign. The rewarded video ad format was a seamless brand integration that allowed us to reach parents in new and engaging ways."

Jo Trimmings

Brand Marketing, BT

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