Microsoft advances ad campaign measurement

Microsoft has announced a new approach to measuring ad effectiveness while giving marketers a more in-depth look at consumer behavior at various stages of interaction.

by Helen Leggatt

Knowing consumer behavior at various digital touch-points, whether video, display or search advertising, and how each played its part in an eventual purchase, is invaluable information for marketers.

Microsoft may soon be able to offer just such information with the introduction of Engagement ROI, a campaign reporting tool that will overcome the “outdated and flawed” approach of the “last ad clicked” scenario where only one ad can be attributed to the success of a sale or engagement.

Engagement ROI, based on Microsoft’s recently announced Engagement Mapping concept, will initially be tested by ad clients and agencies such as Citi Cards, Neo@Ogilvy, Sprint and Best Western International Inc.

"Our Engagement Mapping approach conveys how each ad exposure -- whether display, rich media or search, seen multiple times on multiple sites and across many channels -- influenced an eventual purchase,” said Brian McAndrews, senior vice president of Microsoft’s Advertiser and Publisher Solutions Division. “We believe it represents a quantum leap for advertisers and publishers who are seeking to maximize their online spend."

Tags: campaign tracking, engagement mapping, engagement roi, online advertising