Skype Ad Effectiveness Case Study

Turkcell Makes A Clear Connection With

Consumers in Skype Advertising Campaign

MARKETING CHALLENGE
Turkcell, the leading mobile phone operator in Turkey, was on a mission to
improve its brand rating and increase purchase consideration by raising
consumer awareness of the speed, size and quality of its network.
SOLUTION
Skype offers brands the unique opportunity to connect with users in multiple
conversation formats, and Turkcell took advantage, choosing to run two
different types of ads to create an integrated experience for consumers.
Turkcell selected the homepage ad to maximize the reach of its campaign
and conversation ads to create a deeper connection with users in an
exclusive and uncluttered environment where the brand could have the
spotlight.
Skype reaches 300 million people monthly
in over 60 markets with 100 million logins
daily and 40 million concurrent users.*
Brand Impact
We used Skype to help us optimize our display
advertising. The results have given us a wider
vision of what display advertising can offer and
brought us advantages and new ideas for the
future.
Alpay Alptekin, Division Head
Turkcell, Consumer Business
Marketing Communications
RESULTS
Offering its special combination of broad reach and
deep engagement, Skype delivered strong lifts on the
brand metrics that mattered most to Turkcell. People
who recalled seeing the ad (the exposed group)
significantly outperformed those who did not recall
seeing the ad (the unexposed group) on measures like
brand rating, brand recommendation and purchase
consideration.

Exposed % Lift Compared Overall reputational gains among the group exposed
Group to Unexposed Group to the Turkcell ad were significant: the exposed group
was 21 percent more likely than the unexposed group
Brand Rating 71% +21% to rate the brand as either very good or excellent.
Purchase Consideration 62% +27% Users in the exposed group were also 27 percent
Brand Recommendation 65% +17% more likely to consider purchasing contracted
smartphone service from Turkcell and 17 percent
more likely to recommend Turkcell service to people
they knew.
Brand Statement Agreement
By engaging Skype users across screens, Turkcell not
only caught broad user attention, but also successfully
% Lift Compared
Brand Attribute:
Exposed
to Unexposed communicated specific messages key to the brands
Group
Group success. When asked if Turkcell has the fastest
Has the fastest 3G mobile mobile 3G mobile internet speed, the group that
internet speed 77% +31%
recalled seeing the ad was 31 percent more likely to
agree with this statement. The same group was also
Is a good value 73% +9%
nine percent more likely to agree that Turkcell is a
Has the widest coverage in Turkey 82% +8% good value and eight percent more likely to agree that
Turkcell has the widest coverage in Turkey.
Is a technology innovator 85% +8%

*Skype Internal Data, August, 2012.

Ad Effectiveness Case Study
Turkcell Makes A Clear Connection With Consumers in Skype Advertising Campaign

Skype ads drive audience to act

Action Taken / Intend to Take The Turkcell campaign on Skype earned the brand
significant lifts across a variety of brand metrics, but of
even greater value, Turkcell ads on Skype actually
Visit the Turkcell Facebook page 25% motivated people to act. Of the exposed group, 47
Discuss Turkcell with percent took or intended to take action after seeing the
friends or family 24% ad. In the study, 25 percent of the people who
recalled seeing the ad reported they had gone or
Tell a friend about the
Turkcell ads on Skype 16% intended to go online to find more information and
another 14 percent signed up or intended to sign up
Sign up for Turkcell service 14% for Turkcell service.

Mention Turkcell on a CONCLUSION

social networking site
Search for the Turkcell video
online to watch again
Half of Skype users share content
and take/provide recommendations
to those in their network.**
12%
The Turkcell campaign on Skype was a huge success.
The ads were memorable and drove significant
12% increases across the brand metrics that mattered most
to Turkcell: brand rating and brand perception,
purchase consideration, and purchase
recommendation. Most importantly, Skype helped
Turkcell deliver meaningful impressions to a large
audience in ways that drove real consumer action.
Turkcell partnered with Skype to reach important
business goals, and these impressive results
delivered.

Users are more likely to find advertising trustworthy

and relevant on Skype compared to Facebook,
Over a quarter of all users (29%) website banners ads and YouTube video ads.**
are open to connecting with
brands over Skype***

Skype Conversation Ad

Research Methodology
Skype worked with Paradoxes Inc., to recruit 529 male and female Skype users, living in Turkey, aged 18 or older. Both exposed and unexposed groups were
fielded simultaneously while the campaign was live. Group assignment was determined by exposure, those that recalled the ad on a self-reported basis were placed
into the exposed group, and those who did not recall the ad were placed in the unexposed group. Exposure was tested by showing respondents a screenshot of the
exact advertisement running on Skype. Each group answered an online questionnaire that measured their awareness, opinions, and engagement with Turkcell.
Analysis and ad effectiveness evaluation was conducted by comparing Skype users who were exposed to the ads to those who were not.
Engagement and post ad activities were measured by using only those that were exposed to the ad.

**Skype user research, July 2012, conducted by Ipsos MediaCT on behalf of Microsoft.
***comScore Marketing Solutions, Brand survey analysis (June - July 2012).