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One global wireless solutions company saw an opportunity to tap into the growing demand for smartphones in the consumer market with a differentiated touchscreen device. The challenge was twofold: raising brand awareness in a consumer market that thought of the handset maker's product as a business phone and competing against dominant consumer brands in a crowded market. Microsoft Advertising worked with the smartphone maker to build a holiday marketing program for its new device on the Microsoft Content Ads Network. The smartphone maker chose to advertise on the network because it offered scalable media opportunities through Microsoft Advertising's partnership with premium publishers. Microsoft Advertising's analytics research discovered the smartphone's target audience among consumers who frequented network properties.
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