Case Study

Gamifying Ads for Better Brand Recall

Sky Q took advantage of Activision Blizzard Media’s opt-in rewarded ad formats to increase consideration of its subscription-based television and entertainment service. Through eye-catching creative, Sky Q was able to effectively reach players in a premium and brand-safe environment.

The Goal

Promote Sky Q’s TV offering through increased message association and consideration. 

  • Campaign Date: February - March 2021
  • Creative Formats: 30 Second Videos and Rewarded Rich Media
  • Markets Measured: United Kingdom
  • Inventory: King Games

 

The Solution

Sky Q showcased its service offerings through rewarded video ads accompanied by custom-made rewarded rich media. The gamified end card experience provided an engaging, seamless, and educational touchpoint for players to learn about the apps included in Sky Q. The mini-game successfully supplemented Sky Q’s creative, which featured striking visuals and a strong tagline.

The Results

An effective rewarded video and rewarded rich media campaign resulted in viewability and video completion rates for Sky Q that far exceeded the industry average.

Additionally, the inclusion of rewarded rich media increased knowledge about Sky Q among users. The mini-game reinforced which apps were included in the service offering.

  • 99.9 %

    Viewability

  • 94.7 %

    Video Completion Rate

  • 83 %

    players recalled at least 1 app from the mini-game

The Success

Sky Q saw a double-digit lift in both ad recall and message association, along with a strong mid-funnel shift in consideration.

"Activision Blizzard Media provided us with new creative ways to reach and connect with our core audience. The rewarded ad platform offered a contextual and highly engaged environment to drive consideration among prospects with an affinity for entertainment."

Ella Gardner-Potter

Marketing Manager, Sky

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