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.
BuyerZone.com, a leading online marketplace for B2B purchasing, sought a way to maximize revenue generation in a tight economy. While paid search advertising was already a key component of the BuyerZone.com online marketing strategy, Bing brought a new level of success to their campaigns, resulting in more qualified leads, increased conversions and higher ROI.
With the help of Bing cashback, eBay sought to separate itself from its competitors in a crowded online marketplace. Rewarding consumers with a cashback rebate for purchases made online, advertisers experienced a substantial increase in ROI and the program became eBay’s top-performing campaign.
A recent study conducted for Microsoft by London-based Essential Research explores the role of digital advertising in marketing luxury brands. Covering the US, UK, France and Japan, the study exposes a global appetite for luxury goods and the growing interest in luxury advertising online.
As the first-ever exclusive sponsor of the online Xbox 360 Madden NFL 07 Tournament, Visa saw big gains in goodwill and brand awareness with Xbox LIVE gamers. For an audience that was overwhelmingly male and under 35 years old, the online football tournament was an occasion on par with the biggest real-life sporting events of the year.
Seeking to connect with women ages 45-54 for its brand I Can’t Believe It’s Not Butter!, Unilever used MSN Games to build an immensely popular trivia game. Results were a higher opinion of a brand and an increased intent to purchase.
Frito-Lay used Xbox to develop an online gaming campaign for their Doritos brand, featuring a contest that let fans design the first-ever consumer-created Xbox LIVE Arcade game. The campaign helped Frito-Lay gain relevance with their target consumer by connecting the Doritos brand with gaming innovation and fun, exceeding expected consumer response by 300 percent.
Serta, in partnership with Doner Advertising, created an online floating ad that promoted their Counting Sheep brand personality during key holiday periods. The ad yielded a high click-through rate, driving consumers to a promotional, interactive microsite that encourages them to put their old mattress to the test.
