SAP HAS THE SOLUTIONS TO ACCELERATE GERMANY'S FALTERING DIGITAL TRANSFORMATION.

It took a pandemic to drive German digitisation: 79% credit the pandemic with accelerating their company's transformation. One in four companies has pushed their own digitalisation harder (EY, 2021). But the rest? Rather not. Medium-sized companies? Overwhelmed. The good thing is that SAP has the perfect products to solve this.

SAP? EVERYONE KNOWS THE BRAND. BUT THE INDIVIDUAL LINE-OF-BUSINESS-SOLUTIONS ARE LESS WELL KNOWN.

The target group of business decision-makers is narrow, heterogeneous and demographically hardly depictable. This makes it almost impossible for SAP to communicate products in a target-oriented way with the help of conventional cookie targeting. Nevertheless, the goal is clear: German decision-makers should get to grips with SAP products and see them as the ideal digital solution for their company. But how can communication drive the digital transformation as strongly as the dynamics of the three years pandemic?

REACHING AND CONVINCING DECISION-MAKERS DIGITALLY IS A LUCKY STRIKE.

Cookie-based, programmatic campaigns reach decision-makers precisely but only with standard, small advertising formats.

Only large-format awareness ads generate the right attention. But these cannot be served precisely.

A dilemma as both simultaneously have not been possible, yet.

„THE MESSAGE FOR THE RIGHT AUDIENCE AT THE RIGHT TIME“… RIGHT?

The more open we are to a topic, the more open we are to a solution, the more open we are to engage with SAP. So far so logical. But the moment is such a thing...

IT'S NOT THE MOMENT THAT COUNTS - BUT THE CONTEXT IN WHICH THE MESSAGE IS TO BE PERCEIVED.

During the day, efficiency-driven decision-makers have no time for irrelevant messages. And after work, they don't want to deal with software solutions when they're searching the web for gifts, recipes or sports results.

IN OTHER WORDS: CONTEXT IS KING.

TO CONVINCE DECISION-MAKERS OF SAP'S PRODUCTS, THREE LAYERS MUST FIT EXACTLY OVER ONE ANOTHER.

(1) Contact: Reaching the right people.

(2) Content: Generate attention with large-format ads.

(3) Context: Maximise relevance through the right environment and mindset. And this doesn't just mean websites like Havard Business Manager and the likes, but the exact right content that maximises the impact of our message.

SINCE THE OLD DIGITAL WORLD CANNOT MANAGE THIS TRIAD, WE ARE CREATING A NEW, DIGITAL INFRASTRUCTURE:

An artificial intelligence that, for the first time, determines the best possible context for our messages and thus harmonises the three dimensions: The AI ensures the greatest possible relevance of the contact (1) through AI-filtered context (3) combined with large-format awareness advertising (2). So neither the loud large format shot in the dark nor the sneaky approach with lack of awareness.

FROM „CONTEXTUAL IS KING“ TO „CONTEXTUA(I)L IS KING“.

FOR THE FIRST TIME, WE CAN AUTOMATICALLY ANALYSE CONTENT HOLISTICALLY.

Previously only keywords and text modules were decisive. Our AI checks the holistic interaction of text, image, video AND audio content. E.g. audio files are checked for content and semantics using speech analysis while for videos, the AI uses an automated single-frame analysis.

WHENEVER A CONTEXT FITS PERFECTLY, LARGE-FORMAT-ADS COMMUNICATE THE SOFTWARE SOLUTIONS FROM SAP…

...and wrap themselves around editorial content like a large visual bracket. Fully automated. Scalable. Self-optimising and across vendors. Unique in Germany and EMEA as a first mover to date.

AND AS IT IS WITH ARTIFICIAL INTELLIGENCE, IT IS CONSTANTLY LEARNING.

The AI categorises content, understands the behaviour of users and optimises the accuracy of hits in contexts that are relevant for us and business-decision-makers. Even with competitive targeting, as our AI naturally also knows when Salesforce or Adobe products are discussed in videos, for example.

Can communication drive the digital transformation as strongly as the dynamics of the last three years? We think so: Thanks to our AI solution and large awareness ads in the perfect context, we reach and convince German decision-makers.

THE CAMPAIGN GENERATES ATTENTION FOR SAP PRODUCTS...

3.4x higher attention (vs. classic benchmarks)

...AROUSES THE INTEREST OF GERMAN DECISION-MAKERS...

2x engagement rate (vs. classic benchmarks)

...AND INCREASES THE PREFERENCE FOR SAP SOLUTIONS FOR THEIR COMPANY.

+11% Decision-makers say SAP has the optimal solutions to (more) digitise their business (vs. pre-campaign)

+18% Consideration for SAP's products (vs. pre campaign).

+15% Usage Intent (vs. pre campaign).

CONTEXTUA(I)L IS KING – ALSO IN THE FUTURE.

Since the AI works without cookies, the solution is even a completely future-ready approach considering the death of cookies in 2024...