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Transcript
Microsoft Advertising Case Study Financial services campaign gains consumer interest with Microsoft Advertising Marketing Challenge With a highly competitive, uncertain landscape facing the financial industry, a leading financial services provider wanted a way to reach its 25-54 year-old core consumer. They needed a solid solution that would separate themselves from the competition and ultimately increase engagement with the brand and activity on its website. Solution The client partnered with Microsoft Advertising to strategically place banners throughout the Network. From there, users were directed to the advertiser’s website where they could interact with custom content related to the campaign. Results The campaign was highly successful at increasing interaction and engagement with the brand: • Those exposed to the ads were nearly 400% more likely than those not exposed to visit the advertiser’s website within one week after viewing the ads. The campaign drove 112 additional visitors to the client’s website for every 1,000 consumers it reached. • Nearly 16% of the exposed group visited the advertiser’s website during the campaign. • Consumers who viewed the ads were more likely to search for the brand on the top five search engines. The campaign increased the rate of brand queries by over 300% within the first week of exposure and incremental lifts in search queries were seen throughout the campaign. • Not only did consumers visit the advertiser’s site, but those exposed to the ads were 214% more likely to interact with the client’s website content and tools. And, this engagement steadily increased as the campaign progressed. The campaign drove traffic to the advertiser’s site—for each additional exposure, visitation to the site increased. Advertiser Site Visitation Rate by Exposure Level to Ad Conclusion The campaign was a clear success. From increases in site visitation and engagement to lifts in brand search queries—the research shows Microsoft Advertising provides the visibility and consumer influence that delivers for advertisers. Research Methodology Microsoft worked with Compete to conduct a control/exposed ad impact study. The study assessed consumers’ online behavior after ad exposure compared to a control group of consumers who visited the sites in the footprint of the campaign but were not exposed to the advertising. Exposed consumers were identified by calls made by their Web browsers for URLs. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. © 2010 Microsoft Corporation. All rights reserved. Microsoft and Xbox LIVE are registered trademarks of Microsoft Corporation in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.