Microsoft Books Mobile Deal With Hyatt, Unveils '2-Screen' Ad Research
The Hyatt deal, which is one of the first integrated advertising deals to come out of an agreement Microsoft entered into with Verizon Wireless in January, integrates mobile and display advertising across Verizon's mobile Web service.
The new Hyatt campaign combines the mobile advertising applications with online destinations such as MSN to provide the kind of integrated "two-screen" effect that Microsoft is touting in the new research being released today in Cannes, France, during the opening of the international advertising festival there.
The study, which was conducted in conjunction with Toyota in France for the launch of its IQ car line, indicates that the combination of mobile and online display advertising boosted Toyota's online presence and awareness with a multiplier effect.
Results show that Toyota got a 200% incremental lift in its overall advertising recall, as well as a 40% lift in the IQ brand's recall. In addition, Microsoft said "the synergy between mobile search and mobile display" showed similar results, with mobile display experiencing a 350 percent lift in ad recall and a 125 percent increase in brand recall through the inclusion of mobile search ads.
Recent Online Media Daily Articles
-
More Consumers Turn To Mobile To Research, Book Travel May 21, 8:30 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ... -
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ...
Be the first to comment on "Microsoft Books Mobile Deal With Hyatt, Unveils '2-Screen' Ad Research"
Leave a Comment