Windows Phone 7 Mobile In-App inventory Expands Availability to All Demand Partners on Microsoft Advertising Exchange

Today, we are excited to announce the expansion of Windows Phone 7 in-app inventory to additional demand partners on the Microsoft Advertising Exchange. Now buyers including all of AppNexus’ online demand sources, a variety of ad networks, demand side platforms (DSP), agency holding companies and leading online advertisers can bid in real-time on this valuable mobile in-app inventory in all countries where Windows Phone Marketplace is currently live.

“Smart, targeted mobile advertising is becoming a key part of the display ecosystem. Microsoft is getting ahead of the trend by making all of its Windows Phone 7 inventory available on a real-time bidding basis to help advertisers get scale and results," said AppNexus CEO Brian O'Kelley.

The Windows Phone 7 in-app ad availability provides several key benefits for advertisers, ad networks, DSPs and ad agencies, including:

· Larger banner size (480 x 80), support for both image or text ads along with click-to-web and click-to-call to drive greater impact and engagement;

· Leverage RTB technology to increase media buying efficiency and maximize ROI;

· Best in class targeting such as age, gender, zip code, and app category, to improve mobile ad relevance; and

· Bid on image or text in-app inventory available in countries with a Windows Phone Marketplace.

We believe this is important because mobile media is becoming a “must-have” component of an advertiser’s media mix. The rapid adoption of smartphones, which is currently growing 55 percent according to IDC (June 2011), is contributing to the sharp rise in both mobile app and mobile browse impressions enabling advertisers to reach more mobile consumers on the go. Because of this, consumers are spending more time on their mobile devices than they spend reading magazines and newspapers combined.

The Windows Phone Marketplace has shown rapid growth and recently became the first app marketplace to reach the 10,000 app milestone in the shortest period of time. Today, there tens of thousands of Windows Phone 7 apps, of which 25 percent are ad funded. Both the number of apps and monthly in-app ad impressions continue to grow at high double digit rates, and Microsoft’s recently announced partnerships with Nokia, Acer, Fujitsu Limited and ZTE Corp. are already accelerating Windows Phone expansion into new markets and extending its global reach and scale.¹

For those interested in learning more about today’s Microsoft Advertising Exchange announcement, please refer to the press release.

Stay tuned for more great coverage from Cannes Lions 2011!

Regards,

Jamie Wells - Director Global Trade Marketing