SAP Captures Decision-Makers’ Attention with High-Impact Skins, powered by GumGum Contextual intelligence.

Lift in Prompted Awareness

+4 pts

Lift in Consideration of SAP

+7 pts

Challenges

SAP aimed to increase brand awareness and consideration among key business decision-makers by utilizing GumGum's high-impact Desktop Skin unit, ensuring the campaign was contextually relevant and attention-grabbing.

Methodology & Strategy

GumGum, in partnership with OMD, On Device Research (ODR), and Lumen Research Ltd, deployed the Desktop Skin unit across contextually relevant articles targeted at key business decision-makers, measuring the campaign's impact on brand awareness and consideration.

Performance & Results

Finding SAP’s Audience

Utilized GumGum Contextual to identify and align SAP’s ads with contextually relevant content across the web, targeting business decision-makers and tech enthusiasts in digital environments related to business, technology, and finance.

Audience Engagement

Served high-impact Desktop Skin ads to capture user attention and drive engagement. Ensured ads were placed in contextually relevant, brand-safe environments to maximize impact and brand perception.

61%

of exposed users took an action

0.9%

CTR

93.2%

viewability rate

+24 pts

lift in those interested in finding out more

+7 pts

lift in users perceiving SAP as a trusted brand

+5 pts

lift in agreement that SAP offers the best business software and solutions