A recently published article from Microsoft’s Atlas Institute provides powerful new insights for advertisers and publishers alike. Research shows that conversion reporting based on the "last ad" standard fails to credit the multiple digital touchpoints in a consumer’s online history. The analysis digs deeper into the idea of multiple touchpoints that occur before a conversion, and looks specifically into touchpoints by “time.”

Serta, in partnership with Doner Advertising, created an online floating ad that promoted their Counting Sheep brand personality during key holiday periods. The ad yielded a high click-through rate, driving consumers to a promotional, interactive microsite that encourages them to put their old mattress to the test.

Sprint used the global launch of the Xbox LIVE independent video channel to introduce its new high-end phone, positioning itself as the exclusive sponsor of a popular internet series about online gamers, the target audience it wanted to reach. The campaign exceeded expectations, resulting in an increase in brand favorability, awareness and purchase intent.

In an effort to encourage purchase of a new game, Electronic Arts created a successful three-week campaign that demonstrated how Xbox LIVE advertising can bolster downloads of free trail game demos and drive sales.