Microsoft and ComScore team for online brand measurement tool

Share this content:

Microsoft has teamed up with ComScore to develop a digital media planning technology that aims to help brand advertisers measure reach, frequency and audience composition at the ad placement level online.

The new technology, called the Reach and Frequency Planner (RF Planner), will use Microsoft's ad serving data combined with demographic information from comScore's panel to determine these new metrics. The tool is aimed at brand advertisers.

“We are attempting to make the Internet accountable for brand advertisers just like the Internet is accountable for direct response advertisers,” said Young-Bean Song, senior director of the Atlas Institute, a division of Microsoft Advertising. “Showing them click through rates of campaigns is not going to convince them why the Web is a good place for their media dollars. This partnership will bring more traditional media metrics — for example, target, reach and rating points — to the Web.”

The RF Planner will forecast various optimized digital media plans for brand marketers based on the target reach, frequency and gross rating points at the ad placement level. So for example, a marketer can look at which online impressions make sense for a brand buy.

“We know that Yahoo has a big audience, but there is a big difference between running an ad on Yahoo versus the Super Bowl,” said Song. “When you advertise on Yahoo, you are not going to reach everyone who goes there, as it is a vast network of many different pages. Each impression will result in a different amount of reach and a different amount of frequency.”

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here