Hewlett-Packard (HP) provides information and technology solutions to consumers, businesses, and institutions around the world. The company wanted to determine if they could achieve incremental brand lift through cross-channel branding practices.
HP and Microsoft Advertising teamed up to study the effects an HP search or display campaign receives when running together with other online channels. They wanted to determine which combinations of search, display, and content ads best drove HP’s brand metrics.
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
- 37.4 percent incremental lift in ad recall
- 35.2 percent incremental lift in brand recall
- 30.0 percent incremental lift in message recall
- 28.2 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
- 11.9 percent lift in ad recall
- 53.2 percent in brand recall
- 36.7 percent in message recall
- 53.8 percent in purchase intent
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Download a PDF version of the HP case study (PDF, 737 KB).
