Nielsen reports on the importance of reaching consumers where they spend much of their time: online, mobile, gaming and TV. To reach them effectively in a fragmented, multi-screen world requires a keen understanding of the relationship between the multiple screens, the advertisements and the purchases that are the results of cross-media advertising exposure.
For CPG brands, brand favorability is typically the most difficult metric to move through advertising. Consumers often wait until after they have tried the product to form an opinion. With MSN Games, this CPG was able to lift brand favorability and purchase intent before trial and purchase by 15 percent. Read more about it.
During one of the most challenging economic periods for carmakers, Kia sought a way to deepen engagement with their brand to a targeted demographic. Microsoft Advertising provided a rare advertising opportunity that combined mass audience, interaction and engagement in an environment that drove results.
In January 2009, Discovery Networks was gearing up for the April premiere of “Deadliest Catch: Season 5,” and had one goal in mind: make the season premiere the most anticipated television event of the year.
Sony needed to meet specific marketing objectives to drive success of "Angels & Demons" at the box office. Sony partnered with Microsoft Advertising in developing a three-phased campaign to increase awareness and draw moviegoers to theaters, which ultimately led to "Angels & Demons" taking over the #1 spot at the box office on opening weekend.
Microsoft Advertising Institute has demonstrated the effectiveness of Behavior-Based Media Planning using its Site Finder planning tool. In a four-week test comparing traditional planning with behavior-based planning, 75 percent of sites found using behavior-based planning outperformed the average performance of all test sites.
This Digital Marketing Insight quantifies the importance of cross-promotional spots to increase VOD viewership and shows the impact of those cross-promotions based on when they were delivered.
Advertisers who understand frequency distributions can be more strategic and precise in planning and optimizing online campaigns. This study reveals that the spectrum of frequency on any given campaign is best measured by frequency distribution.
In the world of marketing, no topic is hotter than the digitization of traditional media and the new metrics that are available as television becomes accountable. In this Digital Marketing Insight, earlier research on rich media exposure tracking is expanded to take a closer look at duration in digital video.
One of the most interesting and actionable factors influencing the effectiveness of advertising in generating sales is time of day. This Digital Marketing Insight is dedicated to understanding the impact of daypart in the context of direct response.
