The Automotive Industry s Guide to Mobile Advertising

Transcription

1 The Automotive Industry s Guide to Mobile Advertising

2 Table of Contents Executive Summary 2 Introduction to Mobile Advertising for Automotive Companies 3 The Automotive Opportunity 6 Mobile Advertising Insights for the Automotive Industry 8 Success Stories 9 Mobile Advertising Best Practices for Automotive Brands 11 Partnering with Microsoft for Mobile Advertising Success 13

3 Executive Summary The mobile phone opens an interactive channel to engage nearly everyone in the country. Today, 91 percent of the U.S. population carries a mobile phone with one in four subscribers regularly accessing the mobile web. 1 Automotive companies can benefit from mobile by developing and executing on a properly crafted mobile advertising strategy. In addition to developing a one-to-one relationship with consumers, mobile advertising: Builds brand awareness for new car models Increases auto dealer foot traffic and sales through unique offers Drive interest in auto insurance and service promotions Enhances multichannel campaign efforts Increases customer acquisition and loyalty Simulates word-of-mouth and social media engagements The average mobile marketing campaign budget will triple by 2011, according to the IAB Mobile Buyer s Guide. 2 Through the mobile web, search, applications and text messaging, mobile media is changing the way consumers search, shop and interact with one another and your business. Much of today s mobile media is location and context aware. Consumers are researching their next vehicle, requesting brochures and test drives, finding nearby dealers and auto service centers receiving timely service alerts for oil changes. Consumers are also using the mobile Internet to find auto related coupons and offers, downloading auto ringtones and wallpapers, watching video clips about the latest vehicle release and sharing their automotive experiences with their friends and colleagues. Mobile consumers are actively engaged with auto related activities and are using mobile to: Purchase automobiles - 22 percent of all mobile Internet users shopped for or purchased a car in the past six months 2 Choose where to shop for seals - 38 percent of active U.S. mobile Internet users are more likely to shop from automobile dealer locations with mobile coupons/offers 3 Through consumer insights, customer proof points and industry trends, this mobile advertising white paper is designed to help automotive companies take advantage of the many benefits of mobile advertising. Please read on to get expert advice for automotive companies on how to create, deploy and measure mobile advertising campaigns CTIA, Wireless Quick Facts, December Interactive Advertising Bureau, Mobile Buyer s Guide, July ROI Research, Inc., Future of Mobile Study, November 2009

4 Introduction to Mobile Advertising for Automotive Companies Mobile advertising is the practice of placing a marketing message, promotion or sponsorship call-to-action within various media properties that make up the mobile channel, including mobile web, search, applications, text messaging (SMS), multimedia messaging (MMS), and Bluetooth. The most common methods of mobile advertising are: Display the inclusion of static, animated and rich media banners within mobile websites, multimedia messages, video feeds and applications Search the placing of an automotive company s targeted sponsored search listing at the point of consumer-expressed need Messaging the inclusion of text ads within an SMS, MMS, or Bluetooth message Voice the inclusion of audio ads within automated voice services Smartphone users are transforming the shopping experience, with five out of 10 consumers reviewing product descriptions on their mobile phone. By third quarter of 2011, it is expected that 49 percent of U.S. mobile subscribers will have a smartphone. 4 These factors present a great opportunity for auto brands to target consumers with special offers and deals. This white paper segments the automotive sector into four categories automobile manufacturers, auto dealerships, auto insurance companies and auto care centers and shows how each benefit from the use of mobile advertising. The automobile manufacturers category, which consists of brands like Ford, GM, Honda, Toyota and Nissan, has leveraged mobile advertising to help consumers find local dealerships, get consumers to schedule test drives, drive traffic to dealership partners, sell cars and drive brand affinity. Automobile manufacturers also use mobile advertising to encourage consumers to research new models, download apps, spur interest in new car models and to capture data for other marketing efforts, such as sending brochures to consumers. Our research shows that mobile programs are appealing to the Prius customer for a couple of reasons. They are seeking tools that help them easily gather information, and they enjoy visually stimulating, interactive content that sparks the imagination. Prius advanced product features merited an innovative experience. Michael K. Nelson, Toyota (Mobile Marketer Oct. 29, 2009) 3 4. Nielsen, Nielsen: Smartphones To Be Majority of Cell Phones By 2011, November 2009

5 Automotive companies regularly see higher response rates from mobile advertising compared to the average traditional media marketing programs, which include online, print and direct mail. According to InsightExpress, mobile automotive campaign norms were four-and-a-half to five times more effective than online norms. For example, mobile media outperforms online media in purchase intent (250 percent increase) and brand favorability (95 percent increase). 5 Automobile manufacturers are using a combination of mobile banner and search advertisements to direct consumers to a nearby auto dealer via test drive offers. Additionally, mobile ads Source: InsightExpress Ad Effectiveness, February 2010 are moving consumers to automobile manufacturers mobile websites which are full of rich graphics and auto content such asvideos, feature comparisons and car configurators designed to enhance the auto shopping experience for consumers. Properly targeted banner, rich media, video and search ad creative creates a lasting experience with consumers, increases brand awareness, purchase intent and drives store traffic to an auto brand s dealership partners. The auto dealership category uses mobile advertising to assist consumers find local dealerships, get consumers to schedule test drives, drive traffic to auto service centers, sell cars and build an opt-in database for on-going consumer engagement and CRM activities. They are driving consumer traffic to local dealerships using a number of tactics, such as sales promotions (e.g. zero percent financing, free oil change, etc.). Additionally, this category relies on mobile advertising as a means of driving sales by promoting specific deals in banner, rich media, SMS and search advertising creative. Landing pages are usually aimed at getting consumers to schedule test drives, learn more about key features and download auto-related content (e.g. wallpapers, ringtones) or fill out a form to request more information. Each new text client we gain is a potential new car sale, service customer, or parts sale. We are seeing one-to-two new text customers a day and growing. Each new text customer is a new set of eyes on our mobile site and that is a great first impression, given that without this technology we would not have had that opportunity. Matthew Turnbull, Toyota of Seattle (Mobile Marketer Jan. 19, 2010) 4 5. The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company s normative database containing over one thousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.

6 Auto insurance companies such as Allstate, Geico, Nationwide and Progressive are using mobile media (e.g. mobile search, banner ads, SMS, applications, websites) to create awareness for their auto rates, insurance coverage and valueadded services. Location plays a big role for auto insurance providers because consumers can report accidents and file a claim right from their mobile devices. By creating mobile advertising campaigns that take advantage of a handset s global positioning system (GPS), auto insurance companies can provide faster and more reliable service to their clients thereby increasing customer loyalty. Mobile is a significant part of our overall marketing strategy and its one of the biggest growth areas for us as we shift our media mix and messaging. In terms of branding it s a very modern way that we are showing we are on your side. Susan McManus, Nationwide (Mobile Marketer Dec. 18, 2009) Mobile advertising can help auto insurance companies build their brand with new target audiences such as younger, more tech-savvy consumers. For example, they are using mobile advertising as an effective customer acquisition tool for auto insurance and related financial services such as home loans, property insurance, and home insurance. Auto insurance companies are using mobile as part of multi-screen campaign (e.g. TV, online and mobile) to raise awareness and actively engage on-the-go consumers with their brand promise and key messages including promoting mobile apps to increase consumer engagement. For example, many auto insurance companies have successfully launched branded apps that assist consumers compare auto insurance rates, file a claim, request a price quote and enhance the auto shopping experience. Auto care centers such as AAMCO, Goodyear and Jiffy Lube, are leveraging mobile media to distribute mobile coupons that incentivize consumers to bring their vehicles into their service centers. Mobile sweepstakes and polls/surveys have been used by auto care centers to acquire new customers and allow consumers to opt-in for future CRM campaigns or communications. Alerts for when a customer s next oil change is due are a common practice and can be paired along with mobile coupons or special offers to encourage customer loyalty. Also, dedicated mobile applications are being used to give customers access to diagnostic tools and up-to-the-mile maintenance information at the touch of a button. With auto care companies, timing is everything. In the winter, for example, a tire-production company can use a geo-targeted mobile advertising campaign to raise awareness and remind drivers that it is time to come in for a tire checkup comscore MobiLens, Mobile Media Consumption by Operating System, December 2009

7 The Automotive Opportunity Targeted mobile display, search and text ads are helping auto brands such as Ford, GM, Volkswagen, Lexus, Toyota, BMW, Nissan and Honda build brand awareness and turn purchase intent into sales with their target audience. Moreover, according to emarketer, mobile advertising spending is expected to reach $1.56 billion in 2013, up from $416 million in 2009, with the spending being equally distributed across messaging, display and search mobile advertising. Today, 26 percent of mobile consumers are using the mobile web regularly and if they have a smartphone a phone running iphone OS, Microsoft Windows Mobile, BlackBerry or Android OS this number increases to 80 percent. 7 Source: comscore MobiLens, September 2009 Mobile Media News / Info Browser Any App Social Networking Smartphone 80% 65% 59% 43% Non-Smartphone 26% 14% 13% 8% Source: comscore MobiLens, September 2009 Forty percent of new mobile phones sold in the third quarter of 2009 were smartphones or broadband-capable devices. During the same period, more people accessed the Internet from smartphones (52 percent) than regular phones (48 percent) for the first time. 8 Mobile is both a media to promote messages and a channel to interact with consumers. Consumers are using their mobile devices to stay connected using various media services: Mobile Web Consumers are using the mobile websites of auto companies to research new or used models (e.g. price comparison, scheduling a test drive) before making a decision on which to buy. Automobile manufacturers should consider maintaining a mobile presence and using both standard and rich mobile media ads to deliver targeted and relevant interactive messages that can help consumers with their purchase decisions. For example, to promote its new mobile website, Ford s Lincoln brand launched a multichannel mobile campaign that included mobile web banners, SMS and bar codes. In this campaign, targeted mobile banner advertisements drove consumers to the Lincoln mobile site Nielsen Company, Smartphone vs. Feature Phone Share Among Internet Users, November ROI Research, Inc. Future of Mobile study, November CITA, Wireless Quick Facts, December 2009

8 Mobile Search Consumers are using their mobile devices for local search with increased frequency. More than four in 10 smartphone users in the U.S. surveyed use mobile search at least once a day. 8 Mobile Applications ( Apps ) There are numerous application stores with hundreds of thousands of applications generating billions of application downloads. U.S. consumers are expected to download 1.6 billion apps in 2010 increasing to 6 billion apps downloads in Volkswagen recently used mobile media to promote its Real Racing GTI iphone gaming application. The iphone application served as the primary marketing vehicle to support the U.S. launch of the 2010 GTI model. According to Volkswagen the Real Racing GTI iphone application was downloaded more than 2 million times during the entire campaign with 750,000 downloads occurring within the first four days of the launch. Text Messaging SMS is an effective channel for the auto sector because consumers exchange more than 5 billion text messages per day. 9 For instance, Honda and Toyota of Seattle used SMS as a channel for attracting and retaining customers. Consumers were encouraged to text HONDA or TOYOTA to The SMS program has helped the dealership drive test drives, build a database of names for future marketing and encourage consumers to come in for oil changes and car checkups. Voice For many consumers, their mobile phone has become their primary phone. Nearly 35 percent of U.S. consumers have shut off or no longer use their landline phone as their primary phone, according to the Centers for Disease Control. Auto companies are using click-to-call functionality on their mobile sites and within mobile advertising to connect consumers with their dealerships to schedule test drives and with auto insurance call centers to assist them with filing an insurance claim. Auto companies are using click-to-call functionality on their mobile sites and within mobile advertising to connect consumers with their dealerships to schedule test drives and with auto insurance call centers to assist them with filing an insurance claim. AAMCO is always looking at ways to extend our brand and engage current and potential customers. Mobile is a great way to reach and engage consumers, particularly the younger demographics of Millennials and Generation Y who are less familiar with AAMCO. Jack Bachinsky, Nationwide (Mobile Marketer Dec. 18, 2009) 7 9. CTIA, Wireless Quick Facts, December 2009.

9 Here are some pointers that auto companies should keep in mind: Mobile advertising can be used to drive consumers to mobile sites that depict car models (e.g. features, photo gallery and videos) and give consumers research information to assist them in the auto shopping process (e.g. vehicle comparison, auto loan calculator). Mobile advertising serves as an additional way for auto companies to extend their brand and engage current and potential customers. Mobile is a great way to reach and engage the younger demographics of Millennials and Generation Y through visually compelling and immersive mobile advertising campaigns such as rich media, video and mobile apps. 10 Location-aware promotions are useful in the auto sector, especially when it comes to attracting consumers to come into a local dealership for a test drive, discounts on auto insurance premiums or special offers to service their automobiles. Mobile Advertising Insights for the Automotive Industry Hyper-fragmentation of media and high-cost, low response rates for direct mail and other traditional channels make mobile attractive. Mobile is personal, intimate, immediate and uncluttered. Mobile consumers are actively engaged with Auto related activities and are increasingly using mobile media to engage the car research and buying experience leveraging the mobile channel to: 11 Purchase automobiles 22 percent of all mobile Internet users shopped for or purchased a car in the past six months. 2 Choose where to shop for deals 38 percent of active U.S. mobile Internet users are more likely to shop from automobile dealer locations with mobile coupons/offers. Download mobile applications Consumer interest in downloading mobile apps has gone mainstream, especially for smartphone users. Mobile applications will generate nearly $1.6 billion in revenue in the United States this year, according to a new study by the Yankee Group. Clicking on mobile ads with auto-related promotions Ford s mobile advertising campaign to drive consumer interest in the 2010 Ford Taurus achieved an average click-through rate of 20 percent with one million consumers exposed to the mobile ad, according to the automobile manufacturer. Millennials represent an amazing opportunity for automobile manufacturers to tap into a new customer base. However, this requires a larger strategy toward leveraging customer-facing technology for competitive advantage - such as social networking sites, instant messaging and mobility. - Dave Graff, U.S. Automotive Industry Solutions Director, Microsoft In addition, Millennials represent the largest wave of consumers entering the market since the Baby Boomers. Among the Millennial generation of consumers, the mobile phone plays a significant role in their auto shopping preferences. For instance, more than half or 52 percent of Millennial-generation consumers in the U.S. want to get mobile alerts regarding new car releases, price drops and more Millennials are defined as young adults (Ages 18 to 34) 11. ROI Research, Inc., Future of Mobile Study, November 2009

10 Auto advertisers have been keen to employ visually compelling, interactive mobile ad formats such as rich media, mobile video and increasingly mobile apps. Spurred by interest in formats like branded apps and mobile video, 82 percent of brands, agencies and other companies plan to boost mobile ad budgets in the next 12 months, according to a new study by MediaPost s Center for Media Research and digital research firm InsightExpress. With proper use of mobile advertising, automotive brands are building qualified databases of respondents to mobile ad campaigns. This opt-in list is extremely valuable, since the churn rate with mobile phone numbers is minimal compared with or postal addresses. Targeting, of course, is the key to success in mobile advertising. Automotive companies can target by a combination of location, customer mobile behavior, handset and wireless carrier, age, gender household income and time of day. The automotive industry is increasingly using behavioral targeting such as life stage segments (e.g. Boomers, Millennials) or automotive specific segments (e.g. auto researchers, auto buyers) to improve mobile ad campaign efficiency and engagement with the target audience. Success Stories Multi-screen Approach Drives Results Ford Motor Co. tapped Microsoft Advertising to build awareness for the Ford Sync product via branded experiences for MSN, Xbox Live and mobile. The campaign represented one of the largest mobile advertising campaigns to date with more than 20 percent of the overall ad budget going toward mobile. The Ford Play It 4-Ward campaign combined original branded content with a multi-screen campaign across the PC and mobile including banner ads on-deck with Verizon Wireless and in-game ads now live in Activision s Rock Band, DJ Hero and Guitar Hero game series. Ford s target demographic for the Play It 4-Ward campaign was technology-savvy adults in the U.S. Ford and Microsoft use mobile to spread the word about Sync Play It 4-Ward Webisode The campaign debuted on MSN and could be downloaded as a mobile application, with the same original content available on the PC and on the mobile phone. The Play It 4-Ward campaign included 12 four-to-five-minute Webisodes that featured a panel of entertainment and technology experts who debated industry topics and upcoming trends KFRC Research, Millennials in Automotive Survey 2009, December 2009

11 Ford asked Microsoft to make sure that the mobile execution had the same look and feel as the PC experience, so Ford could engage with consumers on their terms and provide utility to consumers on-the-go. The mobile display banners were device-targeted and ran on MSN Mobile, the Verizon Wireless portal and in the MSNBC mobile application. The mobile WAP experience allowed mobile consumers to watch videos, read articles, download wallpapers and download the free Play It 4-Ward application. Ford s Play It 4-Ward mobile apps featured original content designed to position the automaker as an innovative technology leader in the minds of consumers Daily Gadget Guide Play It 4-Ward Webisode and to do so on a daily basis. The Play It 4-Ward application could be downloaded for free across four different mobile operating systems- Microsoft s Windows Mobile, RIM s BlackBerry, Google s Android and Apple s iphone. Mobile consumers were able to access original video content from the Play It 4-Ward panelists, articles and a daily holiday gadget gift guide. Within the application, Bing search provided suggestions for recommended gifts. Forty-three percent of total page views came from the Play It 4-Ward apps, specifically the Daily Gadget Guide successfully delivering on the campaign s goal of fostering consumer dialogue on a daily basis. Additionally, the average CTR for in-app was over three percent. Creating Awareness via Mobile Ads GM s Cadillac was the exclusive advertiser on Pandora Media Inc. s launch of its latest mobile marketing platform for smartphones. In doing so, Cadillac hoped to take advantage of the exponentially growing smartphone market. At the time Pandora reported 200,000 new registered mobile users per week. Cadillac s target demographic was hip, on-the-go, affluent consumers, which dovetails with smartphone users. Specifically, Pandora developed a campaign to help the automobile manufacturers tap into the 25+ affluent audience segment. Pandora Mobile Cadillac buys all of the ad inventory within Pandora s app 10

12 Cadillac turned to Pandora s mobile marketing platform to reach its core target to promote its new crossover model. This was Cadillac s first step of its strategy to extend its footprint on various smartphone platforms in order to reach high-value mobile consumers. The campaign was a full mobile focus concentrating on 300x50 mobile banner ad units. When consumers click on the ad, they are taken to a WAP landing page where they could enter their ZIP code to find the nearest Cadillac dealer, view photos of the 2010 SRX and search for more information about the crossover SUV model. Cadillac s campaign took advantage of Pandora s 5 million-plus unique mobile users across all of Pandora s mobile platforms, including its mobile website. Mobile Ads Drive App Engagement and Use Nationwide Insurance ran a multichannel advertising campaign to promote its second application for the iphone and ipod Touch, Cartopia. The campaign to get the word out about the application was a multichannel effort. Nationwide launched a television ad and ran mobile ads targeting iphones users promoting Cartopia, driving consumers to click through and download the app. Nationwide is on your side A click-to-download-cartopia banner ad within the Nationwide Mobile app In addition, the company is taking advantage of house inventory within the original Nationwide Mobile application for iphone to drive downloads of its sister application. Other areas that Nationwide is promoting the Cartopia application include Facebook and banner ads within car-buying mobile websites such as Edmunds and Kelly Blue Book. 11

13 Mobile Advertising Best Practices for Automotive Brands 1. Include dealer locators and test drive sign ups on all landing pages. Help consumers connect with you or visit your dealer partners 2. Collect data. Encourage consumers to opt-in to promotions and add them to a database for future promotions or communications 3. Loyalty engagement. Extend coupon offers for automotive services like oil changes, driving loyal consumer in-store 4. Integrate mobile into existing media. Auto dealer sales promotions or auto service appointment reminders, oil change reminders 5. Coordination with channel partners. If you are doing a promo to drive consumers into your dealership partners locations, make sure they are ready for this increase in flow of traffic 6. Be creative. Make sure your mobile ads clearly explain what separates you from the competition with a simple call-to-action that is easily understood 7. Make sure your message is targeted. Targeted and relevant messages will increase the response rate of auto related mobile campaigns. Automotive companies can target through a combination of parameters including location, customer s online behavior, handset, wireless carrier, age, gender, household income or time of day 8. Change it up. Ensure to change promotions regularly. The same coupon every week is going to get boring 9. Use location to be relevant. Remember your message is relevant when the consumer is near your auto care center. Location also serves as a convenience factor. If a customer is nearby, it is convenient for her to redeem your offer 10. Adopt the Mobile Marketing Association s guidelines. The Mobile Marketing Association ( is an industry-leading global trade association focused on helping marketers and retailers effectively engage consumers with mobile marketing and advertising practices. The MMA s guidelines help marketers and retailers support the rights and privacy of consumers, stay compliant with industry best practices and regulations, and get the most out of the practice of mobile advertising. 12

14 Partnering with Microsoft for Success with Mobile Advertising The Microsoft Mobile Media Network includes a variety of mobile media properties where key automotive media target audiences can be reached effectively and efficiently. In fact, Microsoft Mobile Media properties have extensive reach and media efficiency leadership in all three key automotive industry target audience groups, including: Luxury Auto Buyer: U.S. Adults 35-54; Household Income (HHI) of $100,000 and greater Standard Auto Buyer: U.S. Adults 25-54; Household Income (HHI) of $35,000 and greater Young Auto Buyer: U.S. Adults 18-34; Household Income (HHI) of $35,000 and greater Source: The Nielsen Mobile, Q Microsoft Leadership versus the Compettiion - By the Numbers Beyond its ability to reach key automotive segment audiences efficiently, the Microsoft Mobile Media Network also delivers a more attractive audience than Google, AOL, and Yahoo in key categories such as News, Sports, and Mobile for specific target segments. The bottom line is that your automotive marketing media dollar goes further, and with greater effect, on various Microsoft Mobile Media properties. Luxury Auto Buyer Audience Standard Auto Buyer Audience Young Auto Buyer Audience Source: The Nielsen Mobile, Q

15 Microsoft Mobile Solutions That Go Beyond Advertising Companies within the auto sector that are ready to leverage mobile advertising can turn to Microsoft Advertising for help. Microsoft Advertising enables automotive companies drive brand affinity, have a one-to-one relationship with consumers, acquire and retain customers, drive traffic to auto dealerships, encourage sample redemption, drive app downloads and site visits, build brand awareness, efficiently promote offers and ultimately sell vehicles. Microsoft Advertising s extended mobile services include: Made-to-order post-click elements that incorporate mobile web, apps, downloads, video, rich media, SMS and more Complete mobile marketing campaigns tailored for automotive companies needs including sweepstakes, interactive voice, click-to-call, click-to-buy and related promotional elements, data capture, apps and consumer polls and surveys Campaign measurement and analytics to help automotive companies monitor campaign performance and adjust their program and budget as needed for optimal results Only Microsoft Advertising connects brands to 39 milllion active monthly unique users or over half (54 percent) of the U.S. mobile web audience with integrated experiences across mobile, PC and gaming (Nielsen, February 2010). Reach over 4 million active monthly unique users or nearly 50 percent of all U.S. iphone users with Microsoft Mobile Advertising (Nielsen, February 2010). Microsoft Mobile Media Network U.S. Audience reach: Microsoft Mobile Media Network reaches 39 million unique users or 54 percent of the U.S. wireless web audience (Nielsen, February 2010) U.S. Premium mobile properties: Bing, MSN Mobile, Windows Live Messenger, Windows Live Hotmail, MSNBC, CNBC, FOX Sports and Wonderwall U.S. Carrier inventory (on-deck): Verizon Wireless Microsoft Offices: New York, USA; Paris, France; London, UK; Madrid, Spain Engage with a Qualified Mobile Audience with Behavioral Targeting Only Microsoft Advertising draws insights from user behaviors across mobile, PC and gaming Reach your target in over 100 high value segments including Millennials, Newlyweds, Boomers, Auto Researchers, Luxury Auto Buyers and much more Mobile Advertising at the Point of Decision Engage and influence millions of consumers making real time purchase decisions on-the-go with Bing for mobile Easily extend your online search campaign to Bing for mobile without having to invest in mobile specific resources Bing for mobile is available on any phone with an Internet connection, as a free downloadable app and is the default search on most phones on the Verizon Wireless network Microsoft Advertising is committed to innovation as evidenced by its sustained release of new ad formats and placements (e.g. rich media, location-based services, etc.) to provide value to consumers in partnership with leading automotive companies that embrace mobile advertising. Microsoft Advertising helps automotive companies create a compelling and enjoyable experience that engage consumers. For more information and to get started with Microsoft Advertising, mobads@microsoft.com. 14