Measurement Means Money

Microsoft will test a new way to measure the effectiveness of Internet advertising. The move follows its purchase of online marketing company aQuantive for $6 billion last year in an effort to capitalize on the fast-growing online ad market and better compete against Google.
Microsoft’s “Engagement Mapping” is due to begin in beta form on March 1 and departs from a standard that ties sales, leads and traffic to the last ad that a user clicked on online. Instead, it attempts to take into account all the Internet interactions that lead a consumer to buy a product.
The 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.
[via The New York Times]

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.