Multiple Channels Increase Brand Metrics for a Global Auto OEM

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Executive Summary

A Global Auto OEM wanted to determine if they could achieve incremental brand lift through cross-channel campaign practices. The Global Auto OEM teamed up with Microsoft Advertising to conduct a study focused on understanding the brand lift a search or display campaign receives when running together with other online channels. 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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