Microsoft has definitely gotten in stride with the multi-pronged approach. In May they moved to acquire aQuantive, a digital marketing and technology company that is parent to Atlas, Avenue A / Razorfish and DRIVEpm. Together they were an enormous coup, rivaling Google’s acquisition of DoubleClick.
The empowerment of aQuantive’s capabilities in the realm of media video and interactive targeting combined with a strong ad network to help maximize ROI gave Microsoft a boost that was followed by the addition of Navic Networks in June.
Navic Networks joined Microsoft’s own Advertising and Publisher Solutions group, concentrating on television and video advertising to reach a broader audience. Now the Navic Admira national media planning tool will be combined with the resources of another group of companies under the heading Mediabrands.
Universal McCann, MAGNA, Initiative and IPG’s Emerging Media Lab will be working in concert to improve ROI and give Microsoft customers the advantage of cutting edge technology.
The strengths of television and web advertising should merge seamlessly to provide a more complete coverage of the consumer pool, providing customers with greater ROI and enhanced ad performance.
Tags: advertising, offline, ROI