Sony wanted to promote its INZONE Buds, a set of noise-canceling earbuds that are perfect for gamers, to a large and highly engaged audience in the Kingdom of Saudi Arabia (KSA). New to the gaming space, Sony also wanted to test the effectiveness of display and video assets within popular titles.
The campaign ran in Saudi Arabia and was aimed at males 18-44 across mobile, tablet, and PC.
With one-third of gamers spending more money on technology than the average person, gaming offered Sony access to an ideal audience that was likely to appreciate the high-quality features and specifications of the INZONE Buds.
When exposed to Saudi Arabia’s rapidly growing gaming population (which has 6m+ mobile gamers projected by 2027), Anzu’s solution could reach the right target demographic while also offering the scale Sony needed to reach new audiences.
In addition, Anzu’s placements support both display and video creatives, giving Sony an ideal opportunity to drive awareness of its earbuds while also testing different ad formats.
Sony and Anzu worked together to hand-pick a selection of premium, cross-platform titles for their ads to appear in. To ensure its campaign would resonate with the right demographic, games where audio played were particularly important to provide contextual relevance.
Display and video ads promoting the INZONE Buds then ran within Anzu’s non-intrusive in-game ad placements, complementing the gaming experience. Considering the fast-paced nature of gaming environments, delivering ads to the right audience and catching attention without interrupting gameplay requires dynamic and flexible ad networking. Anzu's programmatic intrinsic in-game advertising solution utilizes AWS cloud services for superior networking and load-balancing solutions to help its advertiser clients benefit from faster bid requests and ad serving times, reaching gamers even more effectively.
To verify the campaign's performance and help Sony understand its effect, Anzu partnered with Oracle and Happydemics to audit the campaign's viewability and measure brand impact.
Results
39PT
lift in ad interest
42PT
lift in
brand image
35PT
lift in
brand consideration
4M
impressions
10K+
hours of total ad placement screen time
screen in-view time (display ads),
surpassing the IAB's benchmark of 2secs
4.5s
4.48s
in-view time
100%
on-screen rate for both display and video ads
Plugging your branding into a 3D environment is certainly a game-changer. We got along with the Anzu team to develop creatives matching the game theme. That helped exposure and maintained recall.
Karan Makwana
Digital Marketing Manager, Middle East & Africa, Sony
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