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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.

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 %

    Viewability

  • 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. 

"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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