More great stuff from Microsoft’s Young-Bean Song at the OMMA performance show Monday in San Francisco. Microsoft has made no secret of the fact that they are focused on the brand advertising market and clearly the push continues.
I would encourage you to watch the embedded video of Young-Bean’s talk. The content is fantastic and well-delivered, particularly the planning example at the end. Building from earlier Atlas Institute research, Young makes the argument for the utility of offline metrics for online Brand campaigns. I couldn’t agree more. Reach, composition and pricing guarantees that back into guaranteed GRPs, TRPs and CPPs are exactly what online Brand advertisers need for cross channel planning. As he points out, ROI tradeoffs happen throughout the funnel, but that shouldn’t always mean just “CPA”.
The discussion about the importance of complete attribution models vs. the too common last click / last view approach, while also not new, is very much worth hearing again (and again). Working – and measuring – the full funnel is just as important online as offline.
Microsoft understands this market extremely well. Don’t underestimate them.