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Allstate wanted to determine the incremental brand lift a search or display campaign would receive when running with other online channels. To determine what effect cross-channel branding would have, Allstate teamed with Microsoft Advertising to compare various combinations of search, display, and content ads to learn what would best drive 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.
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