Overview
World of Warcraft has been around for several years and has been constantly reinventing itself with new addons, but the brand was reaching saturation. To reach new audiences they needed to look outside of the traditional communities.
We worked with Blizzard Activision within the LATAM market to:
- Increase brand awareness and drive qualified traffic
- Identify lookalike audiences that fit key Blizzard titles
- Deliver a positive Return on Ad Spend
- Drive incremental growth from outside of the Google and Facebook ecosystem
- Increase awareness for game launches and upgrades
Video is a big part of the World of Warcraft story and they had multiple engaging assets which we were able to deploy.
We worked with a number of video networks and in particular used in-app game advertising and rewarded video which delivers very high completion rates averaging 95%, that are 100% in view with 100% share of voice and yields CTRs in the region of 4% . The CPMs are much lower than VOD platforms and gave Blizzard Activision excellent awareness for their marketing investment.
Results
We achieved Click-Through Rate’s of 8.60% (vs YouTube industry average CTR 0.33%) and 95.75% of the displayed inventory was viewable and audible (vs MOAT AVOC industry standard of 22.5%)
AT A GLANCE
Programmatic Advertising
