Microsoft has announced plans to test a new way to measure the effectiveness of Internet advertising. This will challenge the existing industry standard adopted by Google and Yahoo.
The focus will be on “Engagement Mapping” with a key difference around the adopted standard of tying sales, leads and traffic to the last ad that a user clicked on online. Instead, the new format will account for all Internet interactions that lead a consumer to complete the action desired by the website – buy, subscribe, complete a form etc
Microsoft believes the ‘last ad clicked’ framework is an outdate and flawed approach as it” ignores prior interactions the consumer has with the marketers message”
The proposed new stanadard follows Microsoft’s purchase of online marketing company aQuantive for $6 billionin 2007, aimed at capitalizing on the fast-growing online ad market and to better compete against Google.
The software maker is also in the throws of a $41 billion unsolicited takeover attempt of Yahoo.
The Engagement Mapping approach will better represent how each ad exposure [display, rich media or search] viewed multiple times on multiple sites and across many channels influenced an eventual purchase.