Professional Documents
Culture Documents
Auto Brand
Voting Feature
Test Site
Sponsored voting feature with Facebook sharing 300 x 250 brand ad 235 x 60 brand ad
Key Findings
Did social features around content drive increased brand perception? After only one exposure, 40% liked the brand more because of their sponsorship of the social features. Did social features impact advertiser effectiveness and brand response? Social features around Yahoo! content signicantly increased brand metrics. -- 12% increase in brand favorability -- 13% increase in purchase intent -- 41% increase in net promoter/likelihood to recommend brand
Auto Brand
Control Site
No social sharing feature 300 x 250 brand ad 235 x 60 brand ad
Positive statements about the brands leadership, innovation and connection also grew signicantly. -- Is a leading auto brand (15% increase) -- Is technologically advanced (14% increase) -- Is a brand that cares about its customers (17% increase) Among visitors of the test site, 67% knew which brand was featured 2x higher than the online advertising norm. Did inuencers respond to ads with social features? Brand metrics especially increased among inuencers1. -- 15% increase in inuencers total unaided ad awareness -- 100% increase in inuencers who stated that the auto brand cares about its customers -- 45% increase in inuencers who stated that the auto brand was fun
Inuencers = respondents who selected 4 or 5 (on a 5-pt scale) to at least 3 out of 5 inuencer/attitudes statements.
CONTACT
For more information on this study, please contact your Yahoo! account manager For media inquiries, please contact MaryLiz Ghanem at: maryliz@yahoo-inc.com
8 advertising.yahoo.com
866-747-7327
* marketingsolutions@yahoo-inc.com
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