What is the payback for advertising inches away from e-mail conversations? A one-day roadblock of the ad placements on
Windows Live Hotmail showed strong increases in key branding metrics which were at or above the average for entire campaigns, according to Dynamic Logic MarketNorms.
According to research conducted by Microsoft Advertising and MetrixLab, 66 percent of Windows Live Hotmail users and 83 percent of male users age 18 to 35 say they would discuss buying consumer electronics such as a new phone in e-mail.1 Given this relevant audience, Cingular Wireless leveraged this social network to showcase their Motorola L2 offering before the flurry of holiday shopping
Cingular Wireless worked with
Microsoft Advertising and research firm Dynamic Logic to study the brand impact of using a one-day Windows Live Hotmail Roadblock. Cingular Wireless secured all inventory for one day, including the Windows Live Hotmail Today page, sent-mail page, and the run-of-site banner.
In one day with the Windows Live Hotmail Roadblock, Cingular Wireless turned up the volume on brand awareness and program awareness for the Motorola L2, just in time for the holiday shopping season.
The campaign achieved its awareness goals for the Cingular brand and for increasing association between Cingular and the Motorola L2 phone. Males in particular demonstrated increases in key branding metrics.
Unaided brand awareness improved, increasing by 23 percent among people in the market to purchase in the next three months, and by 9.1 percent among users of other cellular brands.
The Windows Live Hotmail Roadblock increased the association between the Cingular brand and the Motorola L2, which was the primary offer of the campaign. Among the total audience, the movement of 6.7 percentage points outperformed similar wireless telecommunications campaigns.
Put your message where people are influencing each other’s decisions, seeking advice, or debating their next major purchase with trusted friends and family. Windows Live Hotmail is the right environment if you want your message at the point of influence.
Contact a Microsoft Sales representative now to find out more.
Note: Dynamic Logic MarketNorms contain results from more than 3,000 studies. It shows a comparison of AdIndex results to similar campaigns typically in the same category. The comparison benchmarks the size of the delta for the given campaign and ranks it as a percentile.
