Microsoft sales director blasts digital advertising ignorance

Microsoft EMEA sales director Marc Bresseel has hit out at brand advertisers and their agencies for failing to grasp the intricacies of digital advertising.

The regional sales director for Europe, the Middle East and Africa at Microsoft Advertising Solutions says that too many advertisers use complicated creative formats that do not necessarily work. He says creative should be tailored around what marketers want to achieve from the campaign, whether direct resp-onse or brand building.

Bresseel adds that many remain confused over what digital advertising actually means – despite the fact that more brands are pushing more of their budgets online.

Last week, Carat said it predicted UK ad spend would grow by 4.1% this year and 3.9% in 2008, driven “almost entirely” by online advertising. However, Bresseel remains unconvinced that advertisers truly understand the medium they are so willingly throwing cash at.

Bresseel says too many advertisers are jumping on the online bandwagon without considering what formats of online advertising are most effective.

He adds: “Three years ago we were seeing overcomplicated microsites, but digital is not about that. It’s not only about viral campaigns – it’s about really thinking through the creative idea and how it’s best translated into what you want to accomplish.

“Some brands embraced digital because it was cool and they thought it gave them a leading edge, but it has to be for strategic reasons. Nike and Adidas have been leaders in the digital area in the last five years. The most successful campaigns engage advertising and media together.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here