As I work through my current events backlog after coming back to the office, I wanted to call out this press release from Microsoft re: their recent deal with comScore to provide enhanced R/F and audience composition tools for branding-focused media buyers. The release highlights a theme we are passionate about at Brand.net and have mentioned time and again on this page: online advertising lacks brand-friendly metrics and tools, which makes it too difficult for brand buyers to plan and manage campaigns in a manner consistent with the rest of their (primarily offline) spend. These metrics and tools position brand marketers to deliver real business results and are essential in helping brand budgets follow audiences online. Our friends at Microsoft were even kind enough to quote our analysis estimating only 5% of brand budgets have yet made this transition. As today’s Wall Street Journal also observed, this represents a major opportunity for all the players in the space. It’s great to see the online ad industry increasingly recognizing the brand challenge/opportunity and mobilizing to address it!
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