AudienceProject measurement helps Vodafone prove that investments in in-game inventory have a significant effect on awareness and consideration

Advertiser case

Client

Vodafone is a leading technology communications company that, among other things, offers fast connection speeds with its nationwide glass fibre networks.

Problem

In 2021, Vodafone set out to reach German gamers and let them know about its fast connection speeds through the world’s first programmatic in-game ad campaign within the PC racing game Trackmania. To demonstrate the effect of doing in-game advertising, Vodafone needed a measurement solution that could help them prove the brand impact of the campaign.

Solution

To demonstrate the effect of the campaign, Vodafone initially measured the campaign with AudienceProject’s audience measurement solution, providing 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.

Outcome

0

lift in campaign awareness

0

lift in ad awareness

0

lift in brand consideration

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 saw 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.

Words from our client

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 Zielke Digital Media Manager, Vodafone