Case Study

SAS leverages Adnami as a one-stop shop for attention-driven advertising

SAS leverages Adnami as a one-stop shop for attention-driven advertising

Overview

Scandinavian Airlines (SAS) set out to amplify its global brand platform “We Are Scandinavia”, a celebration of the region’s high standards in design, innovation and everyday life. This campaign centres on the message “We’re proud to serve the toughest crowd”, flipping traditional advertising logic by spotlighting the demanding expectations of Scandinavian travellers rather than the airline itself. Featuring Swedish-American actor Joel Kinnaman, the campaign reinforces SAS’s premium positioning and its commitment to meeting the standards of Scandinavia’s most discerning flyers.

As part of this broader push, SAS launched a dedicated display campaign from October to November 2025 across Denmark, Norway and Sweden. To bring the creative vision to life in digital environments, SAS partnered with Adnami as a unifying solution for high impact formats, video streaming, and attention measurement - ensuring a seamless, premium brand experience at scale.

160%

more attention than benchmark

83%

View-Through Rate (VTR)

The challenge

  • Deliver a visually striking campaign across multiple digital formats while maintaining high brand standards.

  • Measure true consumer attention beyond traditional metrics like viewability.

  • Streamline campaign creation, activation, and optimisation across multiple markets and publishers.

  • Test different activation types, including programmatic and private deals, without disrupting existing workflows.

With billions of planned impressions across multiple devices and formats, SAS sought a solution that combined creative flexibility, reliable performance insights, and efficiency.

The solution

Adnami provided SAS with a complete display advertising solution:

  • High impact & standard display formats: Responsive, HTML5-based ads, including Mobile Topscroll, Mobile Midscroll, and Desktop Midscroll, ensured immersive experiences across devices. In-banner videos helped capture attention and reinforced the premium brand feel.

  • Video streaming technology: Adaptive streaming delivered high-quality video without downscaling, ensuring uninterrupted, attention-grabbing experiences. Videos only played when visible, further optimising ad spend.

  • Agentic Curation: Enabled instant, multi-publisher deals with ongoing optimisation based on attention metrics, providing premium inventory access without the usual operational headaches.

  • Sonar attention measurement: Sonar tracked attention metrics like Effective Attention Per Mille (eAPM), allowing for the calculation of the Attentive Cost Per Mille (aCPM) across all formats. Insights allowed SAS to identify top-performing formats, publishers, and creatives for smarter optimisation.

  • Attention Reports: SAS used Adnami’s Attention Reports to access clear, actionable insights across creatives, formats and domains. With breakdowns by cohorts and metrics like eAPM and aCPM, the reports made it easy to identify top-performing inventory and guide smarter manual optimisations throughout the campaign.

  • One-stop activation & optimisation: From private iO deals to open-market programmatic campaigns and curation, SAS could manage all types of activation with Adnami, integrating seamlessly with existing workflows.

This approach allowed SAS to effortlessly create attention-grabbing ads and optimise based on attention data, ensuring maximum impact while simplifying campaign management.

The results

The campaign delivered impressive results:

  • Effective Attention Per Mille (eAPM): Between 1,184 and 3,425, with Mobile Midscroll achieving up to 4,389 – 160% above benchmark. As attention is a strong proxy for long-term brand awareness and recall, these results indicate meaningful and lasting brand impact for SAS in Scandinavia.

  • Viewability: Between 66.96% and 85.73%, exceeding the 70% target in several instances. Strong viewability performance matters for SAS as it’s a standardised industry baseline and a core internal KPI.

  • View-Through Rate (VTR): Ranged from 68.52% to 83.13%. The high VTR demonstrates the effectiveness of the video as a storytelling format, confirming that viewers stayed engaged throughout the narrative.

  • Reach: Billions of impressions on premium publishers across Denmark, Norway, and Sweden. The campaign delivered significant scale, reinforcing SAS’s brand presence at mass reach while maintaining high-quality environments and engagement.

SAS successfully used attention and KPI insights from Adnami to optimise ad spend, enhance creative impact, and refine activation strategies, fully leveraging the benefits of a single, integrated display advertising platform.

With attention being the best proxy for brand success, Adnami has transformed how we build and optimise digital campaigns. Having high impact formats, seamless activation, including Agentic Curation, video streaming, and attention insights in one place, gives us the scale and transparency we need to optimise smarter.
Artie Rudnik_Media Specialist at SAS

Artie Rudnik

Media Specialist SAS

Conclusion

By using Adnami as the unifying layer across its display advertising stack, SAS streamlined campaign execution, maximised attention, and achieved great results across multiple formats and markets. The combination of high impact formats, video streaming, Sonar attention measurement, and Agentic Curation enabled SAS to optimise performance efficiently and elevate its brand presence in Scandinavia and beyond.

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