How does Microsoft Advertising select a mix of media that enables clients to hit precise target groups?
We have solutions specialists and account executives who provide a consultative sell to clients. They can deliver customized plans within the many touchpoints we offer – including bespoke campaigns through our Branded Entertainment and Experiences teams (BEET). Syndicated audience research is not enough: we also carry out research for specific product categories. This type of research helps agency strategists understand how different digital touchpoints work in a category. For instance, our research in the CPG (Consumer Packaged Goods) area helps clients understand how household shoppers use social media. This is helpful to both creative and media strategists as it provides them with the context in which brand encounters might occur. How do you analyse the impact of online campaigns and offer proof of ROI? Surely it’s not just by number of clicks? We use any one of a variety of approaches depending on the characteristics of the campaign, its elements and the objectives of the advertise
