Following yesterday's Yahoo announcement, Microsoft's wasted no time before making fresh overtures to advertisers. This morning, it and comScore revealed the existence of a digital media planning solution known as the Reach and Frequency Planner.
According to a formal statement, the RF Planner "will allow brand advertisers to predict reach, frequency and audience composition at the ad placement level. The RF Planner uses a hybrid audience measurement method that combines Microsoft's ad serving data with demographic information from comScore's panel."
Microsoft and comScore believe the availability of these metrics will tempt companies to spend more money online. Gian Fulgoni, comScore's chairman and co-founder, said, "This new hybrid approach to digital media planning offers the granular campaign-level analysis and streamlined planning capabilities upon which brand advertisers have long relied in the traditional media environment."
And appealing to traditional advertisers is important, since Lehman Brothers/ThinkEquity Partners data indicates that, in 2008, only about five percent of online advertising dollars were diverted to the Internet.
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