On Skype, human beings are being human again. They lean in, open up and connect.  Advertisers like you sponsor human emotion through Skype services used by millions of consumers throughout the day.

http://www.youtube.com/watch?v=Ezkwe6kWpfY

 

Skype services enable consumers to connect with their friends, family, and colleagues for frequent, long, and engaging conversations.

These consumer conversations bring opportunities for your campaigns to make a valuable impression with a large and mobile Skype audience that is growing twice as fast as the world’s population. Skype helps you tell your brand story at scale, across PCs, TVs, and mobile devices through rich, engaging ad experiences. And, the addition of Skype on Windows 8 gives you a great new people-centric platform to tell your brand story.

To show how well Skype works we’ve just released a new Skype UK case study, highlighting how Skype Homepage and Conversation Ads helped a leading telecommunications brand increase awareness of an ongoing promotion and consideration of their handsets. The campaign generated an incredible 29% increase in site visitation in the first two weeks of exposure to the ads versus those not exposed!

  • Marketing Challenge: One of the UK's leading telecommunications providers came to Skype to help increase awareness of the ongoing promotion on their brand site and consideration of their handsets to prove the impact Skype advertising could have on their marketing campaigns.
  • Solution: The telecommunications company ran a campaign promoting deals on a variety of devices. The Skype campaign consisted of Homepage and Conversation ads
  • Results
  • Conclusion: Skype proved itself a compelling media vehicle for the telecommunications company. Their campaign proved promoting mobile phones on Skype is an effective means of increasing website traffic. In a relatively short time, the brand reached a high percentage of Skype’s vast audience, creating a lasting impression, a resulting positive impact on brand ratings, and intent to recommend and purchase.
    • Skype’s audience reach efficiently drove increases in all brand metrics. Key metrics such as message recall, intent to recommend, and intent to purchase rose sharply—nearly 50 percent more of those exposed to the Conversation Ads said they intend to purchase versus those unexposed; the lift was nearly 40 percent for the homepage ads.
    • Overall Brand Opinion saw lifts of 37 percent and 46 percent from homepage and conversation ads respectively.
    • Compared to the control group, 60 percent lift was seen in brand message recall for those who saw the Homepage Ads.
    • Post ad behavior was positively impacted. - the campaign generated an overall 29 percent increase in site visitation in the 2 weeks post-exposure. 
    • The campaign also produced sizeable increases in internet searches for the telecommunications company and generated discussions about the brand—many via Skype.

Leena

Communications Marketing Manager, Microsoft Advertising UK