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We’re delighted to have helped SAP to do that.” The future of digital advertising in this cookieless, privacy-first era is all about contextual, and tapping into the consumer’s mindset at the right moment to engage and influence their imagination and behaviour.
#Sap news center software
The chance to work with one of the world’s leading software companies is an obvious one, but the opportunity to test Verity TM in the German market for the first time was hugely rewarding.
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Peter Wallace, General Manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited.
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The campaign worked well to improve brand perceptions of SAP as a trusted brand (+7ppts), and as offering the best business software and solutions (+5ppts). Lumen concludes that the creative worked really well to drive interest, and significantly moe people were very interested in finding out more about SAP after being exposed to the ad. One in three felt the ad campaign was informative, while a positive shift was also seen among the target audience (+5ppts). The research was a huge success in proving that GumGum’s high impact ad units – and Verity’s TM cookieless contextual intelligence technology – positively impact both brand awareness and brand consideration.Īs many as 61% of the audience exposed to the campaign took some form of action. As mentioned above, this was the first campaign in any EMEA market to run desktop skins utilising GumGum’s contextual intelligence platform, Verity TM, which scans everything from copy and imagery, to audio and video, for accurate and safe ad placement, without the need for cookies or any personally identifiable information (PII).
#Sap news center skin
GumGum served the desktop skin unit across its premium roster of publishers, on contextually relevant articles, targeting key business decision makers. Lumen provided eye tracking technology to both measure the attention the campaigns received, and help understand the broader implications of attention as a metric for the digital advertising industry. The first test comprised a control sample of people who had not been exposed to the ad creative, and the second test was aimed at the target audience, with consumers shown the campaign’s ad creative. ODR measured the campaign’s impact on the SAP brand by comparing the results of two tests. Measurement was provided by research experts On Device Research (ODR) and Lumen Research, who measured and analysed the impact of contextual advertising and attention on GumGum’s ad units during the campaign. The companies achieved this by leveraging both GumGum’s high impact desktop skin advertising units, and its cookieless contextual targeting and intelligence platform, Verity TM – the first time this approach has been deployed in EMEA. The campaign successfully improved brand perception of SAP as a trusted business by +7ppts, and as a company that offers the best business software and solutions by +5ppts. 06, 2022 (GLOBE NEWSWIRE) - GumGum and OMD Hamburg have announced a successful campaign partnership with SAP – a Germany-based multinational software company – in which the companies worked to increase SAP’s brand awareness and consideration in the digital advertising space.