Brand impact
Challenge

Turtle Beach wanted to reach a large audience of tech trendsetters, and the breadth of devices certified to run Windows 8 made Ads in Apps advertising a home run opportunity. The key was to reach gamers when they were not necessarily playing games, but rather as they interacted with other types of devices and content throughout the day.

 

 

Solution

Turtle Beach leveraged an Ads in Apps Tap-to-Video ad featured prominently in the pre-installed Xbox Games and Xbox Video apps for Windows 8. Upon clicking/tapping the 300x250 anchor ad on a Windows 8 device, gamers were taken to an immersive, full screen streaming video ad for the Turtle Beach XP Seven headset, which enabled use of special audio effects to show the capabilities in a high-impact gaming scenario. Audiences could also engage with the brand experience on Xbox Live in the same apps.

 

Through highly-relevant content and utilizing existing creative assets, Turtle Beach was able to engage with one of the largest, socially-engaged audiences across the TV and the 1,700+ certified Windows 8 devices on the market, providing consumers with a no-compromise experience across multiple screens.


Results
  • “Definite” intent to purchase improved by 130% over control group who did not see the ads.
  • Audiences exposed to the ads showed a lift in awareness, citing “very familiar” with Turtle Beach headsets at a 2x rate over the control group.
  • Audiences exposed to the ads showed a marked lift in the brand attribute “Turtle Beach Gaming Headsets enhance the overall gaming experience” and “Turtle Beach is #1 in gaming audio.”

 

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