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Microsoft Gets Engaged
Last week VideoEgg announced their new engagement-based video ad offering. Today Microsoft has announced a new analytics and ad tracking option named, "Engagement Mapping". Engagement Mapping is defined as, "taking into account for the first time all the various online touchpoints and interactions a consumer experiences before an eventual sale."
At the IAB standards meeting today, Brian McAndrews, senior vice president of the Advertiser & Publisher Solutions said, “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 maximize their online spends.”
The Engagement Mapping system update will be available in beta on March 1st. It’s great to start seeing movement, albeit slow, away from just an ad click as a representation of how well an advertisement does.
I agree that it takes more than just an ad click to measure an ad’s success. My company, YuMe, and others are already working on new approaches to advertising to a Web 2.0 audience. The metrics require different sets of data. Audiences are scattered as people surf the Web from mobile phones and handheld gaming devices and they’re vocal about the different types of ads they’ll tolerate. Add to that the specialized targeting that comes from the growth of niche sites and content and it’s easy to see that old reporting methods need an upgrade.
It’s good to see big guys recognize the importance of a new approach to online advertising and we’re also looking forward to hearing more details on its beta product later this year. In the meantime, we’ll keep targeting ads to relevant audiences and offering real-time metrics to advertisers and publishers who need them today.