Microsoft widens access to its engagement mapping reporting tool

23/09/2008

Ecommerce sites may be interested in Microsoft's recent announcement that it will be widening the availability of Engagement ROI to all Atlas clients.

Engagement ROI is a product designed to report on digital advertising campaign performance and to optimise their use.

Those with the Atlas Media Console will be able to view daily updates using engagement mapping. This will allow them to view how users interact with their online ads.

Young-Bean Song, senior director of Atlas Institute, Microsoft Advertising, commented: "All Atlas clients now have the ability to use Engagement ROI, which provides a realistic and holistic view of how each ad exposure throughout a media campaign influenced eventual conversions or sales."

Recent research by Atlas found that ecommerce websites and other advertisers or agencies that used engagement mapping saw a median improvement of one to five per cent in conversions.

According to the firm's website, the Atlas Media Console enables users to find relevant sites to advertise on and buy appropriate media with greater ease.