Case Study
Wonderwall increases Oprah Network
watch intent
Challenge
As the Oprah Winfrey Network (OWN) geared
up for the launch of its new network, it
needed a way to build awareness and entice
audiences to tune-in. OWN wanted to unveil
its brand and connect with females in an
engaging way.
Solution
To drive excitement and captivate viewers,
the OWN partnered with Microsoft Advertising
to develop a campaign that ran on
entertainment focused sites. Wonderwall, an
interactive site with high engagement was the
perfect fit. With 11.5 million monthly unique
users,1 Wonderwall is one of the top
entertainment news sites. It has an active,
online celebrity focused audience
that spends 3-4 hours per day watching
television1— it reaches a highly desired audience:
Wonderwall viewers were 41% more likely to
watch OWN than those not exposed to the campaign.
• 60% female2
• 42% have HHI $75k+ and 23% have HHI $100k2+
• Users spend an average of 14 minutes interacting with the site—nearly 65% longer than other top entertainment sites3
• 47% more likely to spend online and #1 in buying power over other top entertainment sites4
1. comScore Media Trend May 2010-May 2011
2 @Plan Spring 2011
3. comScore Media Trend May 2010-May 2011, average minutes per visitor vs omg! and tmz.com
4. comScore Media Trend May 2010-May 2011 vs omg!, tmz.com and people.com
Results
Through high impact takeovers, interactive rich media units and contextually relevant custom galleries, Wonderwall
was able to deliver a big, bold consumer experience increasing users’ intent to watch OWN by 41%. In addition,
the campaign successfully increased Awareness and Brand perceptions:
Metric
Wonderwall Ad Units*
Percentage
Lift
Unaided Brand Awareness
+361%
Online Ad Awareness
+166%
Watch Intent
+41%
It’s about authenticity
+86%
It’s about connections
+87%
It’s about discovery
+78%
It’s about transformations
+87%
Research Methodology
Microsoft worked with Dynamic Logic
to conduct a control/exposed brand
research study. Two groups were
simultaneously sampled and their
responses compared. Control
respondents were weighted to match
the exposed sample.
Sample Size:
1,881 control
2,240 exposed
*Exposure to Wonderwall ads not mutually exclusive
Conclusion
Through Wonderwall, OWN was able to reach and influence an active, female TV-viewing audience with top
purchasing power.4 Wonderwall offers advertisers an opportunity to bring its message to life through customized
ad solutions with deep brand integration.
2