Office Depot, Inc. is a global supplier of office products and services that sells to 44 countries across North America, Europe, Asia, and Latin America. With a number of sales being processed online, Office Depot wanted to optimize the effectiveness of their online advertising campaigns.

The Challenge

Office Depot teamed up with Microsoft Advertising to conduct a study focused on understanding the brand lift an Office Depot 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 Office Depot’s brand metrics.

The Creative Solution

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 evaluated for brand metrics like message recall and purchase intent.

The Results

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.

Office Depot Search Campaign Study

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

• 46.5% incremental lift in ad recall
• 49.1% incremental lift in brand recall
• 19.7% incremental lift in message recall

• 21.6% incremental lift in purchase intent

Office Depot Display Campaign Study

Adding both search and content ad offerings to the display campaign is more effective than adding only one additional channel offering.

Multiple exposures through search, display, and content ad channels translate into 2.41 times the amount of user interest (measured in relative fixations and gaze time) over search alone. Results include:¹

• 20.8% lift in ad recall
• 45.0% in brand recall
• 15.8% in message recall
• 13.7% in purchase intent

Increase Your Campaign Performance with Microsoft Advertising
Achieve maximum campaign performance with search, display, and content advertising solutions from Microsoft. Reach over 43 million unique users on Live Search,² further target your audience with Microsoft Ad Solutions, and get more traffic with the Microsoft content network.

Looking to stretch your advertising dollars? Microsoft Advertising offers low-cost solutions across search and display that help you maximize your results while minimizing your costs.

Download the Office Depot case study (1.08 MB, PDF).

1. Microsoft adCenter research study.

2. @Plan Summer 2008.

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