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Alfa Romeo release results of Skype campaign as Microsoft reveals 59% increase in Skype call minutes

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By Gillian West, Social media manager

February 4, 2013 | 2 min read

Microsoft has confirmed that Skype call minutes increased by some 59 per cent in the last quarter, with Skype users reported to have made more than 138 billion minutes of calls.

As well as revealing the amount of time users spent on the platform Microsoft has also released insight into its Conversation Ads format, where ads appear during a Skype call.

The results of Alfa Romeo's MiTo campaign reveal that brand metrics rose as a result of the month-long initiative which included both a homepage takeover and Conversation Ads on Skype.

The findings show awareness of the brand rose 19 per cent from the homepage takeover and 25 per cent from the Conversation Ad. The brand message recall increased 120 per cent from the Conversation Ad with an increase of 87 per cent from the homepage take over.

Brand favourability increase among those who recalled both the homepage takeover and Conversation Ad.

In terms of conversion the results highlighted that over half of Skype users clicked on the homepage ad or Conversation Ad, 52 per cent and 51 per cent respectively, and more than one fifth (21 per cent and 27 per cent) discussed the brand after seeing the homepage takeover or Conversation Ad.

Of the results, marketing and communication director for Alfa Romeo, Maurizio Spagnulo, said the brand had "benefitted from the rich media experience Skype delivered and that's critical when you're communicating about media-intensive features".

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