Yet another Online Measuring Tool, this time by Microsoft. Yahoo! News reported the following about a management mapping tool.

Generally, the success of an ad is determined on how frequently it is viewed or clicked. Microsoft said the most commonly used metric in the industry, counting clicks, is a poor way to measure the effectiveness of an ad campaign.

Microsoft has introduced a reporting tool, called Engagement ROI, for its online advertising platform: Atlas Media Console.

Currently in beta, Engagement ROI looks at several aspects of an online ad, such as how recently it has been displayed, its size and its format, and then determines how successful the message is in influencing a purchase. Microsoft calls the concept “engagement mapping.”

So someone else has also thought of mapping time-based functions (how recently) to measure effectiveness (how successful). Sounds just like Objective Hierarchy Mapping and Information Trails, yeah!