Finally, Advertisers Can Calculate Real ROI From Digital Advertising By Brian McAndrews, Microsoft Corporation Providing advertisers with a wealth of opportunities to reach their ever-splintering audiences, the Internet has earned a reputation as the most accountable marketing medium. But the Web’s accountability as a marketing medium still falls short of fulfilling advertisers’ needs. As a result, the vagaries and shortcomings of digital marketing measurement models have stunted the growth of digital ad budgets, stilted creativity and limited the adoption of new channels for reaching key audiences. Today, however, thanks to new technology and industry demands, these barriers are coming down. A new measurement standard is picking up steam, and the industry stands to undergo even more change as a result. Marketers will be able to take greater advantage of the vast creative possibilities digital media has to offer, and brand marketers will be able to better justify redirecting traditional advertising budgets in increasing numbers to the Web.

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Microsoft Advertising Helps Marketers Engage Dynamic, Elusive Audiences As marketers adopt new marketing channels, measures and media mixes, they’re discovering just how ineffective their old methods have become. Reach has given way to relevance. Engagement has taken the place of exposure. And one-way messaging to the masses has become a dialogue between audience members (which may or may not even include the voice of the brand).

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PerformVolume 1, 5/19/2008