MAGNUM ICE CREAM BRAND COMMITS TO MICROSOFT ADVERTISING
Posted: Sun Jan 19, 2025 4:09 am
Microsoft Advertising has conducted a study with Frigo's Magnum ice cream brand to demonstrate the effectiveness of online advertising as a complement to other types of advertising. For the study, almost 4,000 women in the target group, aged between 25 and 35, were interviewed, with a control group of around 500 who had not been exposed to the 2008 campaign starring actress Eva Longoria.
The campaign contracted by Magnum at Microsoft architect data Advertising consisted of banners on the main women's portals, including MSN.es, focusing on the Magnum Temptation range.
89% of the target audience was exposed to the campaign, either through television, the Internet or both, proving that the Internet was the perfect complement to television, which enabled them to add 6 percentage points to the reach. The interviews were intended to measure brand recall, message association, brand and product image, as well as purchase intention. In all cases, the metrics improved when the Internet was included in the media mix, increasing two points in spontaneous ice cream brand recall among those who had seen the campaign on the Internet as well as on television, compared to those who had only seen it on television.
The interviews also show that adding the Internet to the media mix increases purchase consideration by one point among those exposed to the campaign and purchase intention by up to two points.
The campaign contracted by Magnum at Microsoft architect data Advertising consisted of banners on the main women's portals, including MSN.es, focusing on the Magnum Temptation range.
89% of the target audience was exposed to the campaign, either through television, the Internet or both, proving that the Internet was the perfect complement to television, which enabled them to add 6 percentage points to the reach. The interviews were intended to measure brand recall, message association, brand and product image, as well as purchase intention. In all cases, the metrics improved when the Internet was included in the media mix, increasing two points in spontaneous ice cream brand recall among those who had seen the campaign on the Internet as well as on television, compared to those who had only seen it on television.
The interviews also show that adding the Internet to the media mix increases purchase consideration by one point among those exposed to the campaign and purchase intention by up to two points.