SAP partnered with Activision Blizzard Media to measure the brand impact of video ad exposure on its mobile ad platform. By leveraging a brand lift study, SAP was able to test the efficacy of its video creative in a 100% brand safe and choice-based environment.
Drive product awareness for SAP with a focus on reaching Business and IT Decision Makers.
Activision Blizzard Media released highly charged rewarded videos that created an emotional connection with players. The campaign was a unique approach from an enterprise software company, featuring creative elements that focused on human feelings and raw emotions (e.g., from nostalgia to anxiety and joy to envy). By partnering with King Games, SAP was able to provide real value during key moments that helped players further their gameplay.
Rewarded videos were key in driving an effective activation for SAP. The natively integrated video ads reached a highly engaged and viewable audience while delivering on all ad effectiveness measures. Additionally, the campaign exceeded Millward Brown MobileNorms.
Overall, the campaign drove statistically significant uplift in both awareness and ad recall for SAP. The ads also achieved breakthrough among key target audiences with a +15% point increase in ad recall.
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