Josh Billig is tasked with providing the insights and inspiration behind Microsoft's digital ad campaigns.
While this channel now takes roughly 30% of advertising budgets when promoting products like the Windows operating system, Xbox games console and Surface tablets – a total nearing 40% in certain cases – it has been a lesser priority where activities such as pre-testing are concerned.
"Only a fraction of the dollars that we're spending on research for our campaigns is actually going towards digital. That's out of alignment with the spend," Billig – who works in Microsoft's Consumer Advertising Research division – reported at...