Microsoft announced today that they are going after the holy grail of advertising: integrated ROI measurement and tracking. The big problem with online ROI measurement that Microsoft is targeting is the inability to assign quantifiable value to brand advertising, e.g. banner ads, and which results in disproportionate value being
Kudos to Publicis Groupe and Digitas for imagining an all-digital advertising future, for planning to solve the deep structural problems of advertising 2.0, and for not sitting still while Google, Yahoo, and Microsoft take over the advertising industry. The most provocative idea to emerge from the New York Times
Never underestimate Steve Jobs. After all of the hand-wringing over Apple’s iPhone being a closed platform, today Apple announced that the iPhone will indeed be open to third-party applications — ingeniously, through integration with Apple’s Safari web browser, which has just been released for Windows (which itself is a
Google has finally taken a major step to bring online applications into the mainstream — by making them available offline. Despite less-than-credible denials, Google will now be competing overtly head-to-head with Microsoft Office. But Google isn’t content to just compete with Microsoft for control of the office application market — after
Google may be forever denying that it is a media company (and an ad agency), but Microsoft is embracing the transformation of software into media and the overall convergence of media and technology. Yusuf Mehdi, Microsoft’s senior vice president and chief advertising strategist, said in reference to denying rumors
Perhaps there are good reasons why Microsoft should acquire Yahoo, but beating Google probably isn’t one of them. The reason is simple: Microsoft and Yahoo have businesses that leverage the online network. Google increasingly IS the network. AdSense is the largest content network in the world, and Google’s
Google has clearly transformed the software industry’s approach to business models, as evident in the hundreds of online software companes (i.e Web 2.0) planning to “monetize” through advertising. But Google may also be influencing the software industry in less obvious but equally significant ways, through its ethos
Great technology brands — Google (search), Prius, iPod, — have one thing in common: they always work. Sometimes in the quest for best features, snazziest design, lowest price, biggest buzz, etc., technology companies lose sight of one of the most important — if not the most important — driver of customer loyalty: reliability. Anyone
The future of Web 2.0 and the web app revolution will hinge on one critical issue — where the data is stored. The advantages of hosted, instantly upgraded, never-have-to-install applications on the web are obvious and many — anyone who has ever struggled with software installation and upgrading knows this intuitively.
It’s official — Microsoft is no longer a software company. With the launch of adCenter, Microsoft will be joining the ranks of Google and other media companies: “Ad-supported software services are an integral part of Microsoft’s plans to give consumers access to a broader variety of digital media, whenever
So Microsoft is going after IBM with a $500 million marketing campaign, which apparently doesn’t include a large role for blogs or other “hot” viral marketing tactics? Hmm, go figure: The campaign began yesterday with eight-page advertisements in The Wall Street Journal, The New York Times and other newspapers.