Microsoft unveils new online ad tool
Visitor Conversion, Internet Marketing
26 February 2008
Microsoft has announced details of a new online advertising tool which it says is able to measure effectiveness in a more precise manner.
The firm has unveiled Engagement Mapping, which it says "goes beyond the current 'last ad clicked' standard".
Typically ad campaigns use the last click before the point of sale in order to evaluate the efficacy of a campaign.
Microsoft says, however, that it is the wider experience and the navigation towards the sale which is important.
"The 'last ad clicked' is an outdated and flawed approach because it essentially ignores all prior interactions the consumer has with a marketer's message," said Brian McAndrews, senior vice president of the Advertiser & Publisher Solutions (APS) division at Microsoft.
"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."
Microsoft is now trying the beta of Engagement ROI, using major national advertising clients to help trial the system.
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