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Microsoft Corp. recently announced in phoenix at the Interactive Advertising Bureau's (IAB) Annual Meeting, a new tool for Engagement mapping, which will come handy in the management of online campaigns, assisting in gaging their effectiveness. This has to be beyond the last ad clicked advantage, something that has been a part of online advertising, always associated with sales, leads and Web traffic, for almost the entire last decade.
Taking a closer look at the sales process is engagement mapping, that affords an insight into all the online ad viewing experiences of the customer before the eventual sale occurs. This means that the tool measures all the ways in which buyers interact with a company's online advertisements until they are eventually influenced into making a purchase. Hence, it is all about finding ads that manage to spur the consumer into action. These could include special offers or discounts, product promotions, limited period offers, or job ads. The consumer reads these ads as: "this is a great window of opportunity, if you don't act now, you will loose out".
With Engagement ROI, advertisers will have more control and monitoring capability over their ad campaigns. It offers them with a fully integrated reporting capability within the Atlas Media Console currently available through Microsoft. Engagement ROI was developed by Atlas, a company previously owned by aQuantive that was bought by Microsoft in May 2007 for $6 billion.
On the basis of the aforementioned concept, Microsoft has released the beta version of Engagement ROI, which studies customers online behavior, thereby providing advertisers and publishers with an idea of how and why customers react to adds. Engagement ROI takes into account all the details of a consumer's online path to action, whether the ad exposure is display, rich media or search, seen multiple times on multiple sites and across many channels.
Unlike the outdated and flawed 'last ad clicked' approach, where all prior consumer interactions are ignored, Engagement ROI takes care of each and every ad exposure that may have contributed to the final sale, including the impact exercised by recency, frequency, size and ad format. This is of course a huge step for advertisers and publishers.
This online campaign reporting and optimization solution is to be tested by national advertising clients and agencies, including Agência Click + UNICA, Best Western International Inc., BKV, Citi Cards, GSD&M Idea City, Ingenuity Media of The Martin Agency, Initiative, McKinney, MEC Interaction, Mindshare Interaction, Monster Worldwide Inc., Neo@Ogilvy, Sprint and World Vision.
The Mapping Engagement ROI became officially available on March 1. It is a quantum leap in the field of online advertising. Currently in beta release, it will be part of Microsoft’s online advertising platform.
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