Microsoft and BBDO Find Mobile Users in Love With their Phones

Eager to reach "the next billion consumers," BBDO, Microsoft and Ipsos have joined forces "for a proprietary study of multi-platform campaigns leveraging both creativity and technology to identify a ground-breaking framework for marketing success," which they released at the Cannes advertising festival this week.

What's unique about this study, according to Microsoft Advertising's blog post — is the methodology and findings:

"Unlike other digital advertising multi-screen research, we took an approach that has never been done before and applied psychological archetypes—or models of a person or behavior—to put personalities to each device. (These archetypes were pioneered by the influential psychiatrist Carl Jung.) With the study, we set out to determine what’s going on in people’s psyche and understand their emotional connection and response to each screen – the PC, TV, Mobile, etc. For instance, we found the mobile phone is like a ‘lover’ – it’s the most intimate of all the devices you interact with each day, therefore ads should be highly relevant and appeal only to you."

Above, watch BBDO's worldwide CMO, Simon Bond, and Microsoft's global advertising VP Marc Bresseel discuss the research. Bond had more to say after the panel, below.Continue reading...