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To echo Carolyn’s post last week, my brand advertising team is very excited about the new creative opportunities that we are bringing to market for advertisers. In discussions I’ve had with CMOs, time and time again we hear them say that digital represents 10% of their spend but over 50% of their time and effort. It doesn’t take a rocket scientist to realize that math doesn’t add up. The imbalance means that right now digital campaigns are too difficult to buy and execute at scale. By 2014, digital will double in market share to 25% of US advertisers’ budgets*. Over that same three-year time period, our goal is to work with the IAB to cut the production time for creating ads in half while we continue to expand the creative palette that advertisers and agencies have to work with. It’s a big, bold goal.
To achieve this goal, Microsoft Advertising is approaching creativity with an ‘outside in’ mindset. We think about size, scale, simplicity in everything we create. Last month my team submitted three new ad formats (below) to the IAB ‘Rising Stars’ competition. Our goal was simple: shake up the antiquated formats in use today. These building tools are simple to use, device agnostic and allow creatives to do what they do best – be creative. The new ad formats provide creatives the freedom to tell a story across multiple pages and across devices, meaning advertisers can reach consumers on any device, without having to create different ad units for various devices. Re-sizing assets based on the various publisher sites/sizes the ads run on can be a production nightmare for advertisers and agencies (up to 200 re-sized assets for a single campaign!). Think of how inefficient that is… plus, these formats offer what at first glance looks like a ‘custom creative execution’ at scale—which addresses one of the biggest pain points agencies have been challenged with.
The IAB will pick their winners during their annual conference the week of Feb. 28. Should one of our submissions be chosen, it could be turned into an industry standard that anyone could use. We are already working with our customers to bring these creative opportunities to life across Microsoft’s properties. We are always working to develop innovative creative formats and experiences, such as the Social Hub, which brings together four rich media social features that we recently released to our markets in the US. Stay tuned for more to come!
*Source: PWC Entertainment and Media Outlook plus internal MSFT Market Sizing.
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Jennifer I have scanned all over this site and hoping you can help me. How does one contribute articles for submission for the MSN Spotlight section?