Microsoft Corp has unveiled Engagement Mapping, a new approach to managing and measuring the effectiveness of online campaigns that claims to go beyond the current ‘last ad clicked’ standard. The Beta stage officially begins on March 1, with results expected before the end of the second quarter of the calendar year.
Engagement ROI evaluates and assigns measurable value to a consumer’s interaction with ads, giving advertisers and publishers a more complete picture of online behaviour.
Based on the Engagement Mapping concept, Microsoft has announced the beta of Engagement ROI, an online campaign reporting and optimisation solution that would undergo testing 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.
Brian McAndrews, Senior VP, Advertiser & Publisher Solutions (APS) Division, Microsoft, said, “The ‘last ad clicked’ is an outdated and flawed approach because it essentially ignores all prior interactions the consumer has with a marketer’s message. 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. We believe it represents a quantum leap for advertisers and publishers who are seeking to maximise their online spends.”
An official note from the company stated, “Engagement Mapping takes into account all the various online touchpoints and interactions a consumer experiences before an eventual sale. The Engagement ROI is a fully integrated reporting capability within the Atlas Media Console currently available through Microsoft. Value is assigned and measured on a real-time basis and takes into account the impact that recency, frequency, size and ad format (such as rich media and video) have on a consumer’s online path to action. Engagement ROI is designed to allow advertisers and publishers to manage their campaigns with greater insight and control than previously available through third-party ad serving.”