Microsoft's recently announced Web ad tracking system called "Engagement Mapping" purports to offer a more complete picture of how a consumer arrived at a purchasing decision. The Microsoft system is a departure from the "last ad clicked" standard of Web analytics.
The Nielsen Company wants to monitor the online habits, mobile-phone use, video game use and purchasing patterns of the thousands of households that currently participate in its TV ratings panel. The plan, called Anytime Anywhere Media Measurement, is designed to produce a fuller picture of modern media consumption.
Earnings from online advertising surpassed $21 billion last year, up 25% from 2006, according to a joint report by the Interactive Advertising Bureau and PricewaterhouseCoopers. Ad spend during the fourth quarter of 2007 rose to almost $6 billion, breaking the third-quarter record of $5.2 billion. IAB President-CEO Randall Rothenberg said, "Interactive media continue their unabated growth."
The Coca-Cola Co. reportedly is investing up to $10 million in a new marketing push that spotlights the company's commitment to "sustainable well-being." The campaign is designed in part to illustrate how Coca-Cola has adapted over the years to accommodate changing consumer preferences.
A new unit of Horizon Media dubbed curious@horizon will focus on consumer engagement with media. Horizon Media President-CEO Bill Koenigsberg said, "Marketers are thirsty for a deeper dive into their consumer/brand connection and are more open to an agnostic approach that connects all the components of creative media solutions, insights and research."