Samantha Moore, group research manager at Microsoft, discussed this topic at The Market Research Event (TMRE) 2018, a conference held by KNect365.
“We have a lot of campaigns going on at any given time,” she said. (For more, read WARC’s in-depth report: How Microsoft’s “cross-brand halo” determines the cumulative power of separate ad campaigns.)
“We have a lot of what we call ‘end-user’ campaigns, which are consumer campaigns. We have a lot of commercial campaigns. We have above-the-line, we have below-the-line, [and] everything in between.”
The Redmond, Washington-based company is already an expert in measuring how individual campaigns – say, for its Surface computers, Office 365 software suite and Windows operating system – pay back for the brand in question.
And now it is addressing how they work together. “I’m talking about what one campaign – say, a Surface campaign – does for the rest of Microsoft [and] perceptions of the rest of Microsoft,” Moore said.
“We wanted to understand the cross-brand halo: So, what are we doing for other brands when one brand is on a campaign?”
In conjunction with GfK, the research firm, Microsoft has set about tackling this question. And Jennifer Reece, GfK’s senior director/marketing effectiveness, provided good news on this front.
“We found that our core properties – Windows, Surface, and Office – are not out there in the wild in isolation,” she said. “There are a lot of in-market synergies with the portfolio that really just hadn’t been proved before.”
Overall, three-quarters of the “core target consumers” recognised “any campaign” from Windows, Surface, or Office 365, with over a third expressing familiarity with three such programs.
“It doesn’t mean they saw every single stimulus in every single channel, but they were getting exposed to something from Windows, something from Surface, and something from Office,” said Reece.
Among the further areas Microsoft is analysing are the audience “spill” between its consumer-focused advertising and business-to-business decision-makers, and determining which campaigns deliver the most incremental reach.
“This [research] is an on-going thing and we’re working on some new, kind of similar analysis now,” Moore informed the TMRE assembly.
Sourced from WARC