Earlier this year, Vodafone and Anzu ran the world’s first programmatic in-game ad campaign within Ubisoft’s PC racing game Trackmania. To demonstrate the effect of in-game advertising, AudienceProject measured the campaign, which showed to be highly effective at generating awareness and consideration for Vodafone’s high-speed internet offering.

Vodafone is an industry trendsetter known for innovation in communication that offers racing fast connection speeds across Germany with its nationwide glass fibre network. To connect with their audience and promote their high-speed internet offering in the German market, the company set out to reach German gamers and let them know about its fast connection speeds, favoured by many online gamers.

Rather than trying to reach this audience on social media or follow them around the web, gaming was an obvious choice and a natural channel for Vodafone, as the company could then reach them where they spend most of their time – within their favourite games!

Vodafone chose to work with Anzu, the world’s most advanced in-game advertising platform, because its technology allowed Vodafone to programmatically serve blended in-game ads within the PC environment – something that was not previously possible. This helped Vodafone seamlessly blend their ads into the gameplay of Ubisoft’s Trackmania racing game, which boasts a strong fan base and is extremely popular amongst German gamers.

The campaign was measured by AudienceProject, whose audience measurement solution was integrated within Anzu’s in-game advertising dashboard to provide Vodafone with real-time insights on audience reach and frequency. On top of that, AudienceProject provided Vodafone with its brand lift measurement solution to prove the campaign’s effect on different brand metrics.

Thanks to AudienceProject’s measurement, Vodafone has been able to prove that investments in in-game inventory have a significant effect on brand metrics, including awareness and consideration.

Vodafone has seen a:

  • 176% lift in campaign awareness for those exposed to the campaign, compared to an industry benchmark of 27%, proving that the campaign was very memorable.
  • 19% lift in aided top of mind brand awareness for those exposed to the campaign, compared to an industry benchmark of 2%, proving that the campaign had a significant effect on connecting high-speed internet to Vodafone in people’s minds.
  • 14% lift in ad awareness for those exposed to the campaign, compared to an industry benchmark of 5%, proving that the campaign had a significant effect on which providers people recall seeing ads about high-speed internet from.
  • 20% lift in brand consideration for those exposed to their campaign, compared to an industry benchmark of 4%, proving that the campaign had a significant effect on which high-speed internet provider people consider.

Thanks to AudienceProject’s measurement, we have gained a great deal of knowledge about the effect of doing in-game advertising. This has helped us make informed decisions on how to allocate budget to in-game advertising going forward.

Marcel ZielkeDigital Media Manager at Vodafone

Learn more

Want to know how you can go beyond measuring audience reach and frequency and see if your campaigns have an effect on different brand metrics? Learn more here or reach out to us at hello@audienceproject.com.