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Spotlight on Engagement Mapping >
Engagement Mapping: changing the world—or at least the industry as we know it.
Have you heard about Engagement Mapping? It’s emerging as the industry standard for crediting conversions. From now on, we’ll have more data to go on than just the last ad clicked. Why does that matter, you ask? Because the current “last-ad” model credits conversions only to the media that sits on the bottom of the conversion funnel—the search engine, the site or the network at the last stop on the conversion path. As advertisers, you want to maximize all of the variables driving your conversions. When advertisers look at the ROI on their campaigns, about 94% of engagement touch points never show up on any reports. Engagement Mapping allows advertisers to map and assign value to every touch point between the consumer and the advertiser, for a complete picture of a campaign’s effectiveness from beginning to end. Engagement Mapping gives advertisers the freedom to make more strategic advertising choices, and track ROI more accurately. Engagement Mapping is intuitive, scalable, auditable, and easy to implement. That’s why it’s a viable standard. It makes sense to traditional marketers, and thus will help bring offline dollars online. We’re not inventing new data, simply using more of the data that’s already being collected by TPAS. Want to learn more? Click here to watch our recent webcasts or to download our Engagement Mapping thought paper. Question about Engagement Mapping? Ask us! 
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 Excerpt from our latest thought paper: Is it time to invest in grocery clerks?
This excerpt from our thought paper shows how the traditional “last-ad-clicked” model of tracking impressions keeps us from getting the whole picture. Imagine that you’re standing in the grocery store knowing precisely what you want to buy. You’ve seen the product ads on TV, the full page ad in a magazine, and a full color mailer that actually made you hungry just looking at the pictures. You’ve even clipped a coupon and brought it with you to the supermarket. When you ask the grocery clerk where to find the specific item, he smiles, points and says, “Aisle five.” Off you go to aisle five, find the item, pay, and leave the store. If you applied the “last ad” model to this scenario, the grocery clerk would get 100% of the credit for your purchase (no wonder he’s smiling). As a result, marketers would invest heavily in grocery clerks, and they’d pull their advertising dollars from the marketing channels that actually piqued your interest or moved you through the funnel toward the purchase. Of course, everybody likes grocery clerks, but marketers need to invest in the most effective ways to get customers into the store and map each milestone along the way. 
Download the full thought paper to learn more about Microsoft’s solution here.  Mobile and in-game ads: the missing link to your audience?
excerpt from full article
By Cory Van Arsdale, Microsoft
If it’s getting harder to reach your target market with TV and online ad campaigns, it’s likely because your audience has left the building. Or it could be they’ve entered another world – a virtual world. But not to worry: you can still connect with them. Two emerging media platforms are addressing the major shifts in consumer behavior: mobile advertising and in-game advertising. These two mediums offer advertisers new ways to reach their customers when they’re not surfing the internet or sitting in front of their TV sets. And both mobile and in-game platforms provide the accountability and measurability of internet advertising. Mobile: Reaching the masses on an individual basis Audiences are becoming more fragmented as the number of entertainment and information channels increases. But as audiences change their behaviors and attitudes, one thing has become abundantly clear: the mobile phone has become one of those rare things that people simply can’t live without. In-Game Advertising: Highly Engaging Targeted Marketing Video games represent another emerging media platform that offers marketers a unique yet effective way to connect with their splintering audience. Games complement the media mix by delivering brand a highly engaged audience in a uniquely “lean-forward” medium. The Bottom Line Advertisers have begun to realize that they can no longer rely on a single medium to convey their brand message. They need construct media plans that are as dynamic as their audience. In this context, mobile and in-game advertising can become key ingredients in the marketing mix. Cory Van Arsdale, general manager of Microsoft’s business integration group, runs both the Massive (dynamic, in-game advertising) and Screen Tonic (mobile display advertising) subsidiaries as part of Microsoft Advertising. This article will also be featured in PERFORM: The Marketing 2.0 Authority, published by the Montgomery Research Institute. Download the entire article here. Feed your curiosity: attend an Engagement Mapping Breakfast in a city near you
The way you credit conversions is about to change forever. Are you hungry for more information? Join Atlas Institute VP Young-Bean Song, along with a panel of local industry experts for a presentation and panel discussion at one of our three Engagement Mapping breakfasts – coming in May to San Francisco, Chicago and New York. May 7th, San Francisco May 12th, Chicago May 14th, New York: register here Celebrating around the world--Check out our recent event photos from the same night on two continents
The Venice Festival of Media gala at the Venice Arsenale: April 15, 2008, Sponsored by Atlas and DRIVE pm   
San Francisco party at Vessel April 15, 2008, sponsored by Atlas and DRIVE pm    
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| Do you have any questions or comments about anything you’ve read in this newsletter? Let us know! Copyright © 2008 Atlas DMT |