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With today's release of the IAB’s digital advertising spend report, it’s very apparent that the digital advertising industry saw a seminal year in 2012, with advertising experiences becoming more seamless, relevant and contextual than ever before.
It's great to see that over the past year brand confidence has continued to grow and digital adspend has increased by 12.5% to £5.4 billion - the first time it's ever passed the £5 billion mark.
Top line figures show:
The evolving digital landscape and adoption of new technology is now enabling brands to re-engineer how they target and engage their audiences for longer term reputational value.
Take for example Microsoft Ads in Apps. As our Chief Envisioning Officer Dave Coplin cited in his Adweek blog ‘7 Questions With Dave Coplin’:
“Technology and advertising have a lot in common with alchemy. Considered individually, each element seems perfectly functional – but when you bring them together with some creative magic, wonderful, transformative things happen. We get to see – and help create – some pretty incredible examples of this. My favourite recent example was the work that we did with Jeep. By removing the boundary between advertising and content, the context of the individual (in this example, the weather of where they are at that exact time) drove the whole experience.”
Inviting consumers to take part through transparent, collaborative engagement will be key to the future of digital advertising. It's up to us in the industry now to really nurture the value exchange across digital devices in order to grow brand stories into online experiences anytime, anywhere.
Andy Hart, Vice President for Microsoft Advertising & Online, Europe
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