# SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-09-06
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: SAP Leverages GumGum's Contextual-first Solutions for
Meta Description: Learn how GumGum's innovative VerityTM technology helped SAP improve brand perception and reach key decision makers in a successful ad campaign.
URL: https://financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solutionhtml

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###### **Sponsored Feature Presented by GumGum**

**London, UK, 6th September 2022:** [GumGum](https://gumgum.com/), a contextual-first global digital advertising platform, has announced that multinational software company, [SAP](http://www.sap.com/), has become the first brand in EMEA to leverage both GumGum’s high impact desktop skin advertising unit, and its cookieless contextual targeting solution, VerityTM, to significantly boost brand awareness. Led by [OMD](https://www.omd.com/) Hamburg, a leading media agency, the [campaign](https://gumgum.com/case-study/sap) 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.

Measurement was provided by research experts [On Device Research (ODR)](https://ondeviceresearch.com/) and [Lumen Research Ltd](https://lumen-research.com/). ODR measured the campaign’s impact on the SAP brand by comparing the results of two tests. 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. Lumen provided eye tracking technology to both measure the attention the contextual campaigns received, and help understand the broader implications of attention as a metric for the digital advertising industry.

Using [VerityTM](https://gumgum.com/verity), GumGum served the desktop skin unit across its premium roster of publishers, on contextually relevant articles, targeting key business decision makers. VerityTM is able to scan 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).

The [research](https://gumgum.com/case-study/sap) was a huge success in proving that GumGum’s high impact ad units – and Verity’sTM cookieless contextual intelligence technology – positively impact both brand awareness and brand consideration. 61% of the audience exposed to the campaign took some form of action. One in three felt the ad campaign was informative, while a positive shift was also [seen among the target](https://www.financedigest.com/euro-zone-inflation-seen-just-above-ecbs-target-in-2025-poll-shows.html "Euro zone inflation seen just above ECB’s target in 2025, poll shows") audience (+5ppts).

Peter Wallace, General [Manager of EMEA at GumGum](https://www.financedigest.com/gumgum-appoints-harmen-tjaarda-as-managing-director-for-four-european-markets.html "GumGum appoints Harmen Tjaarda as Managing Director for four European markets"), says: “There were so many aspects about this piece of research that got us excited. The chance to work with one of the world’s leading software companies is an obvious one, but the opportunity to [test VerityTM in the German market](https://www.financedigest.com/mycology-immunoassays-testing-market-growth-share-industry-dynamics-top-trends-and-regional-analysis-forecast-to-2027.html "Mycology Immunoassays Testing Market Growth Share, Industry Dynamics, Top Trends and Regional Analysis Forecast to 2027") for the first time was hugely rewarding. The [future of digital](https://www.financedigest.com/smarter-safer-stronger-cybersecurity-is-now-critical-to-digital-future.html "Smarter, safer, stronger cybersecurity is now critical to digital future") 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. We’re delighted to have helped SAP to do that.”

Moritz Fisecker, Integrated Media Manager EMEA at SAP & Timo Steyer, Deputy Director Digital Strategy at OMD Hamburg, say: “We were looking to increase brand and product awareness – and ideally consideration – when we partnered with GumGum to help [boost our advertising campaign](https://www.financedigest.com/ikea-stores-owner-ingka-says-campaigns-help-boost-store-visits-and-sales.html "IKEA stores owner Ingka says campaigns help boost store visits and sales") performance. Our friends at Lumen and ODR concluded that those that saw the ads had a spiked interest in learning more, ultimately increasing brand consideration, and we’re delighted to declare our [media campaign and the research](https://www.financedigest.com/lumen-research-and-tvision-announce-global-partnership-for-advanced-attention-first-measurement-and-media-buying.html "Lumen Research and TVision Announce Global Partnership for Advanced Attention-First Measurement and Media Buying") results with GumGum and OMD Hamburg a success. The campaign clearly demonstrated the potential of a cookieless approach for driving improved outcomes for [digital](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") advertising.”

**For more information: pr@gumgum.com**

**About GumGum**

GumGum is a contextual-first global [digital advertising platform](https://www.financedigest.com/seenthis-launches-creative-platform-to-boost-performance-and-reduce-co2-emissions-in-digital-advertising.html "SeenThis launches Creative Platform to boost performance and reduce CO2 emissions in digital advertising") that captures people’s attention, without the use of personal data. We believe that an advertising [ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future](https://www.financedigest.com/the-future-of-payments-biometrics-within-the-financial-ecosystem.html "The Future of Payments: Biometrics Within the Financial Ecosystem") for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California, and operates in 19 [markets worldwide](https://www.financedigest.com/dental-delivery-system-market-is-booming-worldwide-by-2027-growth-share-demand-and-analysis-forecasts.html "Dental Delivery System Market is Booming Worldwide by 2027 | Growth, Share, Demand and Analysis Forecasts"). For more information, please visit [www.gumgum.com](http://www.gumgum.com/).

**About SAP**

As a [market leader in enterprise application](https://www.financedigest.com/treasury-and-risk-management-application-market-to-bring-in-revenue-of-us-7-1-bn-by-2028-comprehensive-research-report-by-fmi.html "Treasury and Risk Management Application Market to bring in revenue of US$ 7.1 Bn by 2028 – Comprehensive Research Report by FMI") software, SAP helps companies of all sizes and in all industries run at their best. Our machine learning, [Internet of Things](https://www.financedigest.com/2017-the-year-of-the-internet-of-some-things.html "2017 – The year of the Internet of ‘SOME’ Things") (IoT), and advanced analytics technologies turn businesses into intelligent, sustainable enterprises and SAP applications and services enable business and public customers across 25 industries globally to operate profitably and adapt continuously. With a global network of customers, partners, employees, and thought leaders, SAP helps the [world run better and improve people’s lives](https://www.financedigest.com/cheapest-countries-to-live-in-the-world.html "Cheapest countries to live in the world"). For more information, visit [www.sap.com](http://www.sap.com/)

**About OMD**

OMD is a leading media agency, [developing effective marketing and communications solutions for businesses](https://www.financedigest.com/brand-metrics-continues-on-steep-growth-trajectory-with-appointment-of-vp-business-development-in-the-us.html "Brand Metrics continues on steep growth trajectory with appointment of VP Business Development in the US") based on innovation, creativity, empathy and data. True to its philosophy of “Better decisions, faster.”, OMD’s focus is always on helping its 900 employees and more than 160 clients learn faster and act faster – ultimately creating more relevant, effective and profitable connections between [people and brands](https://www.financedigest.com/how-a-british-tech-brand-can-maintain-category-leading-position-and-continued-growth-by-investing-in-the-uk-people-and-infrastructure.html "How a British tech brand can maintain category leading position and continued growth by investing in the UK people and infrastructure"). In this way, OMD succeeds in making a demonstrable contribution to the [business success](https://www.financedigest.com/acca-sets-out-magnificent-seven-attributes-vital-to-success-in-modern-business.html "ACCA Sets Out ‘Magnificent Seven’ Attributes Vital to Success in Modern Business") of its customers.

The agency group is part of OMD Worldwide (www.omd.com), the [world’s largest media agency network with offices in 100 countries](https://www.financedigest.com/richest-countries-in-the-world.html "Richest countries in the world") and more than 13,000 employees. Worldwide, OMD has been named the top-performing media agency by RECMA ( [Research Company](https://www.financedigest.com/title-rubber-gloves-market-research-report-2030-top-companies-market-size-and-forecast.html "Rubber Gloves Market Research Report 2030: Top Companies, Market Size and Forecast") Evaluating the Media Agency Industry) and Media Network of the Year by Cannes Lions. OMD remains the most awarded [media agency](https://www.financedigest.com/tmwi-appoints-matt-franceschi-as-deputy-managing-director-to-help-spearhead-the-integrated-media-agencys-ongoing-growth.html "tmwi appoints Matt Franceschi as Deputy Managing Director to help spearhead the integrated media agency’s ongoing growth") in Cannes in 2022. [www.omd.com](https://www.omd.com/germany/)


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