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Microsoft Checks in to Mobile Ad Deal With Hyatt

By Jason Ankeny

Microsoft announced a mobile advertising agreement with Hyatt Hotels & Resorts that leverages the software giant's mobile search and display ad relationship with Verizon Wireless to drive traveler interest in the Hyatt Gold Passport frequent guest rewards program and encourage travelers to visit the hotel chain's new mobile website. According to Microsoft, Verizon Wireless customers can now turn to the mobile web to more efficiently find Hyatt hotels, book rooms, view and change reservations, check in or out, receive special promotions, and access general information on the go.

Microsoft Mobile Advertising is now active in 12 countries. Microsoft notes that earlier this year, it conducted a research study for Toyota in France in advance of the introduction of its IQ car in an effort to determine the impact of a "two screen versus one" advertising approach in reaching consumers. The findings: Incorporating mobile advertising with online display advertising drove a 200 percent incremental lift in ad recall and a 40 percent lift in brand recall. In addition, mobile display experienced a 350 percent lift in ad recall and a 125 percent increase in brand recall with the inclusion of mobile search ads. [FierceMobileContent]

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