Main Page Forum Ringtones SMS Messages Games Free Downloads Contact UsTelepk Map
Make This Page Your Home Page Make TelePK.Com Your Favorite Website Telepk Header
IP: 54.196.33.246 COUNTRY: Flag:
Mobile Zone
  1. PTCL TelePhone Directory
  2. SMS Messages
  3. SmS Jokes
  4. Sms Dictionary
  5. Memory Card Rates
  6. Mobile Phones
  7. Mobile Phone Articles
  8. Mobile Tutorials
  9. Mobile Games
  10. Mobile Wallpapers
  11. Secret Codes
  12. Ring Tones
  13. Web To SmS
  14. Telecom Reviews
  15. SMS Worldwide

Entertainment
  1. Islam
  2. Listen Radio Live
  3. Watch TV Channels
  4. Elections
  5. Home Decoration
  6. Beauty And Health
  7. Tech News
  8. Kitchen
  9. Greeting Cards
  10. Animation
  11. Messenger Zone
  12. Online Chat
  13. Articles
  14. Downloads
  15. City Codes
  16. Computer
  17. Know Your Heart
  18. Palmistry
  19. Myspace
  20. Make Money
  21. World News
  22. Map Guide
  23. Eid Day
  24. Pakistan
  25. Pakistani Singers
  26. Personalities
  27. Emergency No.s
  28. Funny Jokes
  29. Finance
  30. Flights
  31. Funny Pictures
  32. Kids
  33. Songs
  34. Sports Online
  35. Spotlight
  36. Student Visa
  37. Education
  38. Online Games
  39. Study Abroad
  40. Tutorials
  41. Immigration
  42. Internet
  43. Urdu
  44. Weather Status
  45. Webmaster Tools
  46. Valentine Day
  47. Video Clips
  48. Videos

Latest Updates!
Please fill out the form below to get notified whenever telepk.com will be update.
Enter your email address:



Active Visitors
  1. 195





Microsoft There's More to Life Than Search

A quick glance at the empire that Google built by selling small text ads alongside search results is all the proof you need to know there's a pile of money in search.

But could it be that advertisers give search a little more credit than it deserves?

In a presentation here at the Interactive Advertising Bureau's Mixx conference, Microsoft's Young-Bean Song told an audience of online marketers that search is really just the tip of the iceberg. According to Song, who oversees analytics at the company's Atlas Institute, a buyer's online purchasing decision represents the influence of every exposure they have had with a brand, not merely the ad that they clicked on immediately before making their purchase.

The claim continues efforts by Microsoft to take a shot at one of the great conundrums facing the online advertising industry. For all of the consumer behavioral data that the digital space provides, marketers continue to struggle with finding a reliable way to measure the return on investment (ROI) of their ad campaigns, which some say has hindered growth of the Web ad industry.

Moving beyond the "last ad-clicked" model of measuring ROI is the essence of the tracking model that Microsoft (NASDAQ: MSFT) introduced in February, called engagement mapping. The model is the product of an extensive research and development initiative undertaken by Song and his team at the Atlas Institute, a research arm that Microsoft picked up through last year's $6 billion acquisition of aQuantive.

Talking up opportunities in non-search advertising also is important for Microsoft in particular, which maintains a large array of online media properties and has gotten into the ad serving and management market through aQuantive.

To support its position, Microsoft today released a new study concluding that 94 percent of all interactions that consumers have with a brand online don't receive any credit when advertisers run ROI studies. It also expanded the beta of its engagement mapping program to make it available to all of its Atlas ad-management clients.

"You don't have to be in marketing to realize that there's a lot more going on," Song said. "People are seeing ads across many, many sites, across many, many channels, over extended periods of time. And all of those different touchpoints are making a difference."

Does search obscure other ads' value?

To illustrate his point, Song offered a parable from the offline world. Trying to gather field research, an ad executive for Corona beer heads into a neighborhood watering hole. He sees the neon Corona sign behind the bar, and proceeds to observe a lot of people standing right in front of that sign and ordering Corona beer. Connecting the dots, the ad executive decides that the sign is all he needs to move product and immediately discontinues all other advertising activities, such as print ads, billboards and TV spots.

A little far-fetched? Sure, and Song admitted as much. But his point was that placing a disproportionate emphasis on the last ad impression a customer saw before making a purchasing decision gives short shrift to the other placements that, Microsoft contends, often deserve the bulk of the credit for driving a conversion.

The online corollary to the Corona sign would be the search ad. Simply measuring search discounts the impact of graphical display ads and rich-media ads, which generally command greater engagement than text-only search ads. But because many people navigate the Web using a search engine, the search ad is very often the last paid placement users click on before visiting the site where they make a purchase.

"If they ultimately use a search ad to get to your Web site, all of that value is obscured, because only the last click is getting credit," he said. "This idea that search is this magical fountain of customer acquisition -- it certainly is in some cases, but in many cases it's not."

The competitive angle

Anyone who has been watching Microsoft throughout the past year might see something a little incongruous about Song's talk. Grabbing a bigger share of the search market, after all, was the principal motivation behind the failed attempt to acquire Yahoo (NASDAQ: YHOO).

Then in July, after the Yahoo bid had fallen apart, Microsoft CEO Steve Ballmer told analysts at the company's annual financial meeting that the company was prepared to spend heavily on the "trillion-dollar opportunity" that search represented. Search, Ballmer explained, was becoming a "two-horse" race between Microsoft and Google (NASDAQ: GOOG). Chris Liddell, Microsoft's CFO, called Yahoo a declining asset, and the company has repeatedly referred to the attempted Yahoo buyout as a "tactic," not a strategy unto itself.

So while Microsoft is planning to double down on its own position in the search market, it is also now out to prove to advertisers that it might be worth their while to spend more of their online budgets on non-search ad placements.

"There are basic rules, basic bits of data, basic variables that we're all already very comfortable with that can be used to actually take that one ad that's getting all the credit and share that credit amongst all the other digital touchpoints in that consumer's history," Song said.

"How many times have you heard in this industry people lamenting how consumers are spending a third of their time on the Internet, how come we're now seeing a third of [marketers'] budgets on the interactive space?" Song said that engagement mapping could close that gap by providing a weighted value to each ad impression based on its contribution to the consummated transaction.

Microsoft is hoping that its engagement mapping might even have a solution for the monetization woes of the social networks, which typically fetch low ad rates.

"If Facebook and MySpace were actually garnering the amount of media revenue relative to the amount of time spent, those guys would be crushing all of us," Song said. "The reality is that people aren't seeing that value."



<<< Back


Send this page to a friend

   
Most Viewed Services:
  1. New Year
  2. Free TV
  3. Watch GEO News
  4. Watch Disney TV USA
  5. AIM Away Messages
  6. AIM Buddy Icons
  7. BBQ Recipes
  8. Burger Recipes
  9. Fruit Salad Recipes
  10. Funny Pictures
  11. Spider-Man
  12. Spider-Man The Film
  13. Spider-Man Wallpapers
  14. Family
  15. Family Fun
  16. Windows Live Messenger
  17. Easter E-Cards
  18. 2008 Festivals
  19. Christian Festivals
  20. Msn Display Pictures
  21. Yahoo Avatars
  22. Myspace
  23. Nokia 5700
  24. Nokia 5070
  25. Bob Woolmer
  26. SMS Messages
  27. SMS Jokes
  28. Animals
  29. Apple
  30. Bikes
  31. Zong
  32. World
  33. Cars
  34. Celebrity
  35. Facebook
  36. Ali Lohan
  37. Computer
  38. Finance
  39. Fitness
  40. Shoes
  41. New Homes
  42. MSN Web Messenger
  43. Download MSN Messenger
  44. Download Latest Msn Messenger
  45. Multi MSN
  46. Download Multi MSN
  47. MSN Emoticon
  48. MSN Nick Name
  49. MSN Screen Names
  50. MSN Nick
  51. MSN Names
  52. Cool MSN Emoticon
  53. Urdu
  54. Urdu Jokes
  55. Urdu Dictionary
  56. Urdu Poetry
  57. Automobile
  58. Cars
  59. New Cars
  60. Food
  61. Kitchen
  62. Cell Phone
  63. Free Mobile Game
  64. Free Mobile Wallpapers
  65. Mobile Phone Secret Code
  66. Free Web SMS
  67. Free Worldwide Sms
  68. Islam Way
  69. Home Interior Decoration
  70. Health And Beauty Tip
  71. Latest Tech News
  72. Kitchen Remodeling
  73. Free E Greeting Card
  74. Know Heart
  75. Palmistry Line
  76. Make Money Online
  77. Myspace HTML Codes
  78. Myspace Toolbox
  79. Toyota RAV4
  80. Nokia Cell Phone
  81. Sony Ericsson Cell Phone
  1. Chinese New year Celebration
  2. Blackberry Phone
  3. Funny Joke
  4. MSN Avatars
  5. MSN Smileys
  6. MSN Display Pics
  7. MSN Display Pictures
  8. Pakistan Cricket Team
  9. Spicy Food
  10. Health Food
  11. Pakistan
  12. AOL Block Checker
  13. Urdu News
  14. Yahoo Web Messenger
  15. Download Yahoo Messenger
  16. Download Latest Messenger Version Yahoo
  17. Multi Yahoo Messenger
  18. Download Multi Yahoo Messenger
  19. Yahoo Emoticon
  20. Yahoo Hidden Emoticon
  21. Yahoo Avatars
  22. Yahoo Display Pictures
  23. Yahoo Animated Avatars
  24. Yahoo Smileys
  25. Free Cooking Recipe
  26. Hindu Festivals
  27. Sikh Festivals
  28. March Madness
  29. Tutorials
  30. Article of Mobile Phone
  31. Abrar Ul Haq
  32. Zong Sms
  33. Internet
  34. Better Homes
  35. Home
  36. Pets
  37. Forex
  38. Real Estate
  39. Science
  40. Stock Exchange
  41. WWE
  42. Information
  43. Football
  44. Flights
  45. Cricket News
  46. Latest World News
  47. Personality
  48. Emergency Phone Numbers
  49. Family Kid
  50. Online Spotlight
  51. Student Visa
  52. Download Online Game
  53. Study Abroad
  54. Immigration Law
  55. College University
  56. Web Master Tool
  57. Weather Report
  58. Funny Video Clips
  59. Funny SMS Joke
  60. Urdu SMS
  61. New Year SMS Joke
  62. Free SMS Joke
  63. AIM Block Checker
  64. City Code
  65. Find Article
  66. Dual Sim T500
  67. Asus P535
  68. Asus Cell Phone
  69. Sky Scrappers
  70. Funny Jokes
  71. History of Pakistan
  72. Government of Pakistan
  73. Lahore Resolution
  74. English Chat
  75. Online Chat Rooms
  76. Computer Wallpaper
  77. Software Downloads
  78. Samsung i710
  79. Ali Zafar
  80. Atif Aslam


More Resources...


© All Rights Reserved : Pakistan : Privacy Policy : Disclaimer : Advertise with us : Sitemaps : 1, 2, 3, 4, 5