Yahoo: Kraft's Motion Ad led to search, brand benefits

06/25/2014 | Adweek

Yahoo's Motion Ads unit for Kraft -- featuring a sizzling grilled cheese sandwich -- made consumers 77% more likely to search for related keywords and made women 7% more likely to purchase Kraft's goods, according to Yahoo. The moving image was also clicked 24% more than a standard log-in page video ad. The lifelike unit is "bringing us that much closer to the consumer's desired sandwich experience," said Kraft Foods Senior Brand Manager Carmen-Maria Navarro.

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