A Global Auto OEM wanted to determine if they could achieve incremental brand lift through cross-channel campaign practices.
The Global Auto OEM teamed up with Microsoft Advertising to conduct a study focused on understanding the brand lift a search or display campaign receives when running together with other online channels.
The study was conducted among 120 participants who were evaluated with eye-tracking tests and post-session surveys. The participants were exposed to various combinations of Microsoft display, search, and content advertising methods, and they were evaluated for brand metrics like message recall and purchase intent.
The study revealed that while search, display, and content ads are effective online channels for driving brand metrics, when combined they generate more powerful results.
Adding both display and content ad offerings to the search campaign is more effective than adding only one additional channel offering. Results achieved include:
1
- 21.9 percent incremental lift in ad recall
- 27.6 percent incremental lift in brand recall
- 29.8 percent incremental lift in message recall
- 2.56 percent incremental lift in purchase intent
Adding both search and content ad offerings to the display campaign is more effective than adding only one additional channel offering. Results achieved include:
1
- 28.7 percent lift in ad recall
- 36.1 percent in brand recall
- 18.6 percent in message recall
- 37.2 percent in purchase intent
Achieve maximum campaign performance with search, display, and content advertising solutions from Microsoft. Reach over 43 million unique users on
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Microsoft content network.
Learn more about how to take advantage of these advertising opportunities. Microsoft Advertising offers low-cost solutions across search and display that help you maximize your results while minimizing your costs.
Download a PDF version of the Auto OEM case study (PDF, 769 KB).
