Microsoft Unveils Insights to Complement TV Campaigns with Digital

Today at OMMA Video, Microsoft presented research conducted in conjunction with several key advertising partners and commissioned by Nielsen on how TV and online video advertising can work together to reach consumers. David Porter, Global Strategy Lead of Video at Microsoft, revealed five of the research insights in MediaPost to help brands better understand how digital video campaigns can complement a standard TV campaign.

Take a look at the article below from David Porter, global strategy lead, video at Microsoft, to learn more:

TV and online video have often been depicted as being in “platform wars” against each other.

David Porter, global strategy lead, video at Microsoft

David Porter, global strategy lead, video at Microsoft

Despite the emergence of several new screens over the last few years, television remains the most effective way for advertisers to reach an audience at scale. Yet as viewing habits evolve and more quality content becomes available online, advertisers should consider how to connect with their consumers outside the confines of the traditional living room. 

Historically, marketers have faced a number of hurdles on how to successfully evaluate TV and online video. It can be difficult to identify and target an incremental audience online. Secondly, digital screens have yet to see the meaningful scale that television has reliably provided advertisers — and until recently, consumer access to broadcast-quality premium content online was very limited. Finally, from a measurement standpoint, the industry has lacked a consistent methodology standard to measure audiences across platforms, devices and screens.

Yet TV and digital video can truly work in concert together to surround the consumer with the best of sight, sound and motion across all screens.

Microsoft, in conjunction with several key advertising partners, commissioned Nielsen to conduct research examining how TV and online video advertising can work together to achieve optimal reach, frequency and GRP metrics. After more than a year spent on research and analysis, we have revealed five practical insights that intend to help brands better understand how digital video campaigns can complement a standard TV campaign… [CONTINUE READING]

Posted on September 24, 2013, in Advertising Week, DiGennaro Communications, Digital Advertising, OMMA and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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