Microsoft launches Digital Quotient to measure online 'know-how'

The DQ test was originally developed by Microsoft Advertising Taiwan in 2009, and has now been made available to the rest of Asia-Pacific.

It is an online assessment tool to gauge the digital awareness and knowledge of advertising professionals in the Asia-Pacific region. Each test consists of questions across five categories: digital basics, digital media trends, consumer behavior, ad performance and digital creativity. The database will randomly generate questions from a total 120 questionnaires.

Kenneth Andrew, marketing director at Microsoft Advertising, said, "When you consider that by 2013 the Asia-Pacific region alone will account for some US$21.2 billion worth of revenue from mobile and internet advertising, you can expect that fierce competition will be brewing."

He also suggested markets be in ‘sync' with changing digital market to ensure they can catch up with consumers as they are increasingly spending more time online. The DQ test is to set a benchmark to let professionals determine where they stand in comparison to the rest of the industry.

Microsoft Advertising is partnering with the Spikes Asia advertising festival in Singapore through a competition awarding the participant with the highest DQ with a trip to the event and Microsoft's Xbox 360.