Microsoft blazes a trail for digital pre-testing

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

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...

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