What makes sponsorships persuasive? Creative best practices for branded or sponsored microsites

Sylvia Barney, Leah Spalding and Alina Bekkerman

This paper outlines how Microsoft Advertising sought to identify which elements of online sponsorships are linked to strong in-market performance, by using Millward Brown Digital's 'MarketNorms' database.

What makes sponsorships persuasive? Creative best practices for branded or sponsored microsites

Sylvia Barney,Leah Spalding and Alina BekkermanMicrosoft and Dynamic Logic

Background

Sponsorships are an important marketing activity, associated with $17.2 billion in expenditures in 2011 in North America (IEG Sponsorship Report). Sponsorships can take many forms including branded online content, endorsed events, and celebrity spokespeople. Despite the variety of form, little is known about what factors lead consumers to find sponsorships persuasive within an online environment.

Microsoft Advertising commissioned Dynamic Logic, Millward Brown Digital, to analyze normative data and identify how incorporating sponsorships...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands