Nielsen reports on the importance of reaching consumers where they spend much of their time: online, mobile, gaming and TV. To reach them effectively in a fragmented, multi-screen world requires a keen understanding of the relationship between the multiple screens, the advertisements and the purchases that are the results of cross-media advertising exposure.
Microsoft Advertising Institute has demonstrated the effectiveness of Behavior-Based Media Planning using its Site Finder planning tool. In a four-week test comparing traditional planning with behavior-based planning, 75 percent of sites found using behavior-based planning outperformed the average performance of all test sites.
This Digital Marketing Insight quantifies the importance of cross-promotional spots to increase VOD viewership and shows the impact of those cross-promotions based on when they were delivered.
Advertisers who understand frequency distributions can be more strategic and precise in planning and optimizing online campaigns. This study reveals that the spectrum of frequency on any given campaign is best measured by frequency distribution.
In the world of marketing, no topic is hotter than the digitization of traditional media and the new metrics that are available as television becomes accountable. In this Digital Marketing Insight, earlier research on rich media exposure tracking is expanded to take a closer look at duration in digital video.
One of the most interesting and actionable factors influencing the effectiveness of advertising in generating sales is time of day. This Digital Marketing Insight is dedicated to understanding the impact of daypart in the context of direct response.
According to this study, advertisers with greater online reach are getting more people to see their ads online, but rarely are they reaching the same consumer more than once on multiple sites.
Search engine marketing can be highly complex, as multiple factors drive the overall ROI of a search engine marketing investment. The research presented in this Digital Marketing Insight examines how one key factor—search engine rank—impacts traffic to a marketer’s web site.
Paid search is one of the most competitive and tightly managed digital marketplaces that exists today. Yet one of the simplest and most powerful strategies is often overlooked or underutilized. This Digital Marketing Insight presents aggregated industry conversion rates by hour for sponsored search listings, along with a more detailed look at some of the web’s top industry categories.
Over a 15-week online advertising campaign for BestBuy.com, Microsoft Advertising Institute determined that optimizing based on Cost per Revenue can produce better results than optimizing solely on Cost per Sale. Microsoft Vital Signs, a campaign and site analytics tool, was used to evaluate the results based on each metric.
