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Case Study

Driving Product Awareness

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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.

The Goal

Drive product awareness for SAP with a focus on reaching Business and IT Decision Makers.

  • Campaign Date: December 2019
  • Market Measured: Germany
  • Creative Formats: 10 Second Vertical Videos
  • Inventory: King Games

 

The Solution

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. 

SAP product awareness video case study

The Results

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.

  • 98 %

    Video Completion Rate

  • 99.9 %

    Viewability

  • +65 %

    Brand Awareness (SAP vs. MobileNorms)

  • 2.8 x

    Ad Recall (SAP vs. MobileNorms)

The Success

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.

 

SAP case study performance data graph

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