Enter Microsoft Advertising Institute
Microsoft’s Atlas Institute is a research unit that publishes an ongoing series of white papers, case studies and other digital marketing insights. From how to effectively divide a campaign’s online budget, to the benefits of combining search and display advertising, Atlas shares these bits of Microsoft Advertising knowledge to help the advertiser. But as of Monday 7 September, it will go by the name of Microsoft Advertising Institute. With their presence at big upcoming events such as Advertising Week in NYC (September 21st – 25th) and ad:tech NYC (November 4th – 5th), it was as good a time as ever to bring Atlas completely into the Microsoft fold.
Their continuing work on digital advertising effectiveness, creative and media optimization, and ROI-driven marketing strategy can all be followed at the Microsoft Advertising Community blog. Examples of their published work can be found at the Microsoft Advertising research library. The Institute is led by Young-Bean Song, who is responsible for the development of “Engagement Mapping”. This redefined how we measure the effectiveness of various online marketing channels, and their synergies. It’s fair to assume some pretty insightful and effective research will come from this group in the near future. Just be sure to catch it!
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