"NET-Metrix provides an incomplete picture of online usage."

WW: Microsoft Advertising has dropped out of NET-Metrix. Why?
Vanessa Marr: First of all, there are technical reasons. NET-Metrix collects reach data on the basis of page-related measurement tags. Inserting such local measurement tags in global consumer products such as Skype or Outlook.com has become increasingly impossible for Microsoft. For this reason, we have only been able to correctly report the msn.ch portal in the last 18 months, but not Skype, Outlook.com or Xbox. However, since we market our entire portfolio in Switzerland, a coverage representation only for MSN is not a sufficient solution for us: After all, our performance values are incompletely represented and do not allow a fair comparison with other local providers - and this was always the most important reason for us to participate in NET-Metrix. In addition, agencies and customers are increasingly buying and booking target groups or ad impressions, and thus the advertising medium is moving into focus. Incidentally, these assessments also coincide with the research-related demands as formulated by the IAB Europe or the IAB Switzerland. The reach of individual websites, as provided by NET-Metrix, is thus becoming increasingly secondary. They play a central role in the strategic decision as to which site makes it into the media mix, but not in the operational sales process. Third, NET-Metrix provides an incomplete picture of overall online usage because it is limited to specific end devices and to participating websites.

What would NET-Metrix have to offer to bring Microsoft back?
We like to come back to the table when the advertising material is at the center of the research, when it is possible to track what was actually delivered in the course of a campaign and which target groups were reached and how often. Furthermore, the research should cover our entire portfolio of offers. For us, it is not a viable way to be able to report only a part of our inventory. Online has evolved massively, and research has to reflect that. We need to move away from media marketing research and towards campaign-oriented research. Only then can we collect accurate reach data for a campaign. If NET-Metrix offers the possibilities we need for our business, we will be very happy to be back.

Do you have a replacement for the NET Metrix numbers?
As an international company, we have been working in parallel for years with Comscore, a third currency that is not officially accepted as a market currency in Switzerland. Comscore works with user panels, so it's a sampling model similar to TV research. For large offers in Switzerland, the Comscore data is quite representative and surprisingly similar to the data from NETMetrix. We will now use this data in customer communications. We regret that we are no longer directly comparable in the market. Media agencies and publishers do not use Comscore at all, or only in a rudimentary way. So we present ourselves on the basis of the data and pass the reports on to our customers. By the way, other international online marketers do the same.

If the NET-Metrix and Comscore data are comparable, don't the systems have the same strengths, but also the same weaknesses?
Yes, Comscore is not a replacement for NET-Metrix. For one thing, Comscore is not the locally accepted currency, and for another, it does not yet offer a campaign-oriented measurement solution - at least in Switzerland. Comscore does, however, provide user-centric measurement. This helps the complete representation of our portfolio and has the great advantage that we see Google, Facebook, etc. mapped, which gives a more complete picture. Still, Switzerland needs a new solution and NET-Metrix would be predestined to provide it.

How does the exit from NET-Metrix affect your business?
We have already pointed out our withdrawal to some customers, and some have also asked us why we have not appeared in the NET-Metrix audit for some time. However, since we can explain our reasons in detail, our step meets with understanding. Besides, people know our reach and it will not change dramatically from one month to the next. For those who would like to have specific figures on the user profiles, we can provide Comscore data. Since NET-Metrix, as mentioned, plays a secondary role in the planning, it is not necessarily missed.

But if neither you nor your customers miss NET-Metrix and it works well with Comscore, why go back?
When NET-Metrix makes the switch to advertising-centric research, forms a basis for planning and booking, and plays a role similar to TV and print for the designation of a campaign, it becomes very relevant again. Because only with NET-Metrix we are comparable in Switzerland and remain transparent. We do not intend to run an extra train. But we want to be able to map our entire offering correctly and thus be comparable.

What is the importance of Switzerland as a location for Microsoft Advertising?
A high one. We have recently expanded the Swiss market in programmatic advertising, are active in the IAB, and also want to be a relevant player locally. We have international products, but they are very popular and in demand in Switzerland and are used heavily. Skype and Xbox are part of Mr. and Mrs. Swiss' equipment. And we successfully relaunched MSN with Swiss content last fall.

What can the Swiss market expect from Microsoft Advertising this year?
That we actively seek dialog with our customers - after all, we can't currently show certified ranges. That also has its advantages, because then we argue about other qualities: What makes us different from other vendors? Microsoft has a technological DNA, which creates a lot of dynamism. And our advertisers also benefit from this dynamism: they can play advertising material on all three screens if they want to. Or they can decide which audience they want to target. They can choose implementations that make them stand out from the crowd, for example with advertising on Skype or X-Box - keyword branding. We make advertising that stands out, but doesn't disturb our users.

Interview: Anne-Friederike Heinrich  

Vanessa Marr (39) has been Country Manager of Microsoft Advertising Switzerland since November 2014. She is responsible for the strategic and operational management and further development of the global marketer of digital advertising space in Switzerland. Marr has over 12 years of experience in the marketing and communications industry. Before joining Microsoft in 2009, she was responsible for market and media research and communications at Goldbach Audience. She also worked in the research department of SRG SSR. Microsoft Advertising markets all advertising spaces of the Microsoft portfolio: the MSN portal, Skype, Outlook, Xbox, Bing as well as the performance networks and content on mobile devices. 
 

In demand

The advertising week has Dr. Rolf Schmitz, CEO of NET-Metrix, for a statement on the subject. His answer: "Our measurement model requires a strong interaction with the respective customer in order to implement a uniform measurement logic for all customers according to the specifications of the Swiss market. Due to their supply and company structures, large international groups are sometimes interested in using uniform, strongly synergetic models across all country markets. Specific solutions for individual country markets can then unfortunately not be implemented, or only with disproportionately high effort. Naturally, we will remain in contact with Microsoft Switzerland and hope to have sufficient points of contact for a continuation of the partnership in the future. afh