It may appear at times that the AdViking crew are a bit all over the map in terms what we blog about and what we champion – direct response, conversational marketing, ppc, branding, display, search, etc. All I can say is this is healthy – debate and dialog is a good thing, I don’t need to defend it.
This past week Microsoft continued its solid defense of the value of display advertising with a renewed push. How? Well Microsoft’s Young-Bean Song (a guru of online advertising analytics) began a speech at the MIXX conference in New York earlier in the week with a beer analogy (more here at wp)… We like beer analogies. Anyway, he talks about Corona, but we can substitute this for Guinness or Stella or Heineken, saying if they could measure that last interaction a consumer has with that brand before they buy beer well then they might “put all its marketing budget into neon signs at pubs.” Or t-shirts. We all know that this would be stupid. We know advertising works in a more holistic and less black & white way.
For example on your way to a pub you may see a sign for Guiness on the bus and you may remeber a great Guiness TV ad. And then you’ll think ahh I am going to an Irish pub so why don’t I order Guiness. You get the idea.
Well a lot of online advertising (especially paid search or CPC based models) works by just giving credit to the ‘last click’ and thus we (advertisers and marketers) are ignoring all the other touch points when calculating the overall ROI (return on investment) of our online marketing mix.
Instead, in a nutshell, what Microsoft Advertising is saying is that advertisers should be smarter than that and look all the data they can when analysing online ad spend. Based on some studies that Microsoft has done using real data – advertisers can be ignoring as much at 94% of the online data points and only looking at 6% of the data when calculating ROI. That sounds like a step backwards to me!
Microsoft Advertising have developed an entire reporting standard to help advertisers called Engagement Mapping. Check it out.