red usa
Microsoft Advertising
Redrawing The Map Of Online Advertising Engagement
When Microsoft asked Red to launch Engagement Mapping, its new approach to digital advertising effectiveness measurement, the campaign had to overcome a number of significant challenges: deposition a decade-old, de facto industry standard; redefine digital advertising measurement; and provide validation of Microsoft’s new approach.
In digital advertising, the ability to measure effectiveness is king. For the last decade, virtually all reporting has associated conversions to the last ad seen or clicked by a consumer. But Microsoft believes this ‘last ad’ standard is flawed and ignores the impact of over 90% of consumers’ prior interactions.
Red’s launch strategy of unveiling Engagement Mapping’s at a conference of the Interactive Advertising Bureau (IAB) ensured maximum industry impact and media coverage. A series of media and analyst tours based on research papers then provided the rationale for the new reporting standard. Real campaign case studies validated Engagement Mapping’s benefits for advertisers.
Sustained coverage in top tier business and advertising media included prominence in a BusinessWeek cover story on Microsoft’s advertising ambitions and more than 70 articles in publications including Advertising Age, Brandweek, CNet, Fortune, Mediaweek, Reuters and The New York Times. The invitation to present a keynote at Advertising Week, the industry’s biggest annual conference, marked Engagement Mapping’s progress from concept to industry acceptance in just six months. An exclusive placement in The Wall Street Journal entitled “Rallying Cry for Display Ads”, on the eve of the keynote, was later named by the IAB as one of the 10 most important interactive advertising news stories of 2008. More significantly, over 100 advertisers and agencies have subscribed to use Engagement Mapping.
In digital advertising, the ability to measure effectiveness is king. For the last decade, virtually all reporting has associated conversions to the last ad seen or clicked by a consumer. But Microsoft believes this ‘last ad’ standard is flawed and ignores the impact of over 90% of consumers’ prior interactions.
Red’s launch strategy of unveiling Engagement Mapping’s at a conference of the Interactive Advertising Bureau (IAB) ensured maximum industry impact and media coverage. A series of media and analyst tours based on research papers then provided the rationale for the new reporting standard. Real campaign case studies validated Engagement Mapping’s benefits for advertisers.
Sustained coverage in top tier business and advertising media included prominence in a BusinessWeek cover story on Microsoft’s advertising ambitions and more than 70 articles in publications including Advertising Age, Brandweek, CNet, Fortune, Mediaweek, Reuters and The New York Times. The invitation to present a keynote at Advertising Week, the industry’s biggest annual conference, marked Engagement Mapping’s progress from concept to industry acceptance in just six months. An exclusive placement in The Wall Street Journal entitled “Rallying Cry for Display Ads”, on the eve of the keynote, was later named by the IAB as one of the 10 most important interactive advertising news stories of 2008. More significantly, over 100 advertisers and agencies have subscribed to use Engagement Mapping.
