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. “Engagement” is the buzzword that marketers hope will mature into a useful metric for measuring the impact that advertising has on marketers’ goals. Discussions of engagement turn on the simpler metric of exposure duration, and the Microsoft Advertising Institute has made this the subject of our first piece of research in the digital video category.
This work is a continuation of a Digital Marketing Insight (DMI) from 2004, “Introduction to Brand Exposure Duration.” In it, the original focus of the research—rich media exposure tracking—is expanded to take a closer look at duration in digital video.
Microsoft Advertising Institute publishes Digital Marketing Insights (DMIs), a series of publications by digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each DMI is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. Microsoft Advertising Institute also provides education in digital marketing to Microsoft customers.
Learn more about Microsoft Advertising Institute.
Microsoft On Demand is a division within Microsoft, focusing on the emerging digital TV market. As television media becomes more addressable and fragmented, advertising agencies are looking for technology solutions to assist them in the delivery and purchase of On Demand media. Microsoft On Demand assists these agencies as well as programmers and operators to complete an On Demand advertising buy from purchase to delivery.
Download the complete Digital Marketing Insight report to learn more about research findings and key takeaways.
