Available through the Microsoft Advertiser Suite Media Console, Engagement Mapping is a bespoke technique for tracking brand engagement online that records all of the online media touchpoints leading to a conversion. As such it offers far deeper understanding of a brand’s media mix than traditional measures focusing on the last ad clicked by a user.
The latest online advertising research from the European Interactive Advertising Association (EIAA) suggests that integrated multimedia advertising solutions are essential for reaching Europe’s most influential consumers.
In its most detailed study of online advertising growth yet, the IAB Europe has predicted that the industry will post a strong increase in spend next year, having suffered a brief slowdown in online advertising growth as a result of the global downturn.
Online film advertising should play a growing role in the marketing of movie releases according to a groundbreaking new study by Microsoft Advertising and 20th Century Fox.
An exclusive study of the in-game advertising audience debunks many of the outdated myths concerning geeky, introspective gamers. Instead, the findings reveal an audience that is highly sociable, determinedly influential, and which has a strong appetite for premium brands.
Online advertising is under-utilised in luxury brands’ marketing strategies and has a vital role to play in ensuring competitiveness in the current economic downturn.
Email remains one of the most widely used activities on the internet. This study provides a snapshot on how people are using email, whether their usage has changed over the past few years and how it sits at the centre of their social network.
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.”
The latest Europe-wide Mediascope survey from the European Interactive Advertising Association (EIAA) shows women outnumbering men online for the first time in the web’s history.
The Young Adults Revealed study shows massive mobile penetration amongst young adults worldwide, with 92 per cent owning a handset. At $26.3 a week, the mobile phone bill is the second largest item of expenditure in their lives, and the mobile phone is one of the subjects on which they feel most informed and most influential: 31 per cent of 18-24 year-olds say that their opinions about mobiles influence those of others.
