Microsoft Advertising Blog

Ground-breaking UK Media first as Skype enables entries for Specsavers Campaign

James Bennett - MSFT — Tue, 21 May 2013 11:16:00 GMT

At Microsoft Advertising UK we like to push the creative and technological boundaries and our latest campaign is no exception.

We’ve teamed up with media agency MGOMD in conjunction with DG MediaMind and Specsavers to create a clever way to enter the ‘Spectacle wearer of the year,’ competition via Skype. In fact, it’s actually the first time that Skype has been utilised in such a way and the idea is to spark additional topics of conversation and generate fun and interactivity between friends, family around the Specsaves brand.

The campaign will appear on Skype’s interface, encouraging users to click on a display ad or leader board to activate their webcams. From there they can take a picture of themselves wearing glasses to enter the competition with the chance to win the top prize, a trip for two to St Lucia.

The campaign will run till the end of June and will be supported by digital display ads on MSN UK.

Read more on the campaign from our media coverage:

The Drum ‘Specsavers launches first Skype enabled campaign’
Marketing Week ‘Skype and Specsavers partner for 'groundbreaking media first'

If you don’t have Skype download it now or discover more about Skype Advertising with ‘Skype-The Proposal, our five-part, 60 second digital soap opera, showcasing everything you need to know about UK Skype advertising in a way you wouldn’t expect!

James,

James Bennett, Senior Account Executive, Microsoft Advertising

#SkypeOpera Episode 4 is out now!

Leena Shah - MSFT — Mon, 20 May 2013 11:37:32 GMT

Have you been following our soap (Skype) opera; Skype -The Proposal? Well in the penultimate 60 second episode discover whether Charlie and Lizzie finally get engaged or whether Charlie’s unbelievably bad run of luck continues!

For advertisers, Episode 4 showcases the Conversation Ad format and you can download the Skype one-pager for the latest information on all Skype Ad formats.

It's a great watch and we can't wait to see if Charlie and Lizzie ever get together! (we hope so)

Watch episode 4 now, or catch up on previous episodes here.

Thanks for reading and come back next Tuesday to see how it all ends!

Leena

Mandeep Mason takes five ahead of IAB Mobile Engage tomorrow

Leena Shah - MSFT — Wed, 15 May 2013 14:16:00 GMT

With IAB Mobile Engage, one of London’s top mobile events taking place tomorrow, Mandeep Mason, Director of Mobile & Windows 8 Advertising - International at Microsoft Advertising, gave the IAB his views on key issues in the mobile space.

“The biggest challenge for brands is to harness the growing mobile ecosystem and overall opportunities within the channel in the most meaningful way to drive impact. The key to success is to make sure they have a mobile strategy as part of their overall business design and start by focusing on the areas of Mobile that will deliver best against their business objectives. Doing fewer things better as a brand can drive richer and rewarding experiences for consumers, with greater results for the business.“ says Mandeep when discussing key challenges in mobile at the moment.

When asked about what will the mobile marketing landscape look like in five years’ time Mandeep believes “Mobile is only going to grow and become much more central than today as a marketing medium in my opinion. The use of ‘big’, dynamic data will be integral to the fabric of marketing like never before for both content and advertising experiences. Devices themselves will interface with more sensors, data and physical environments and will unlock new and dynamic advertising scenarios. In terms of location-based services we expect these will have improved greatly with advances such as indoor mapping and positioning at more scale and accuracy.”

Read Mandeep’s full IAB interview here and for those of you lucky enough to attend IAB Mobile Engage tomorrow Mandeep will be key noting ‘Five ways to connect with the multi-screen consumer’ at 9.40am.

Get the latest from IAB mobile Engage by following @MSAdvertisingUK on twitter.

Big Changes in Advertising World Represent Huge Opportunities for Microsoft Advertising Canada and its Partners

Robert Jenkyn - MSFT — Tue, 14 May 2013 16:30:00 GMT

There’s no doubt that technology is rapidly changing the world of advertising. The lines between traditional and digital media are blurring, dramatically shifting ways messages are bought and sold, created, delivered and measured.

Since joining Microsoft Advertising last December, I’ve been living and breathing digital with a team of experts who view this shift as a huge opportunity for the digital advertising industry and Microsoft specifically. We see this shift in real-time, and with it, we also see opportunity and potential: Technology is a means to an end, but for consumers, the story will always be the star.

So, how do you use these changes to provide dynamic, captivating advertising that harnesses both new technology and the power of story to speak directly to consumers when and where they want to be spoken to?

That’s what I aim to show you, but first, it’s important to understand the trends which are currently reshaping the industry: fragmentation, the rise of customization, and creativity as a differentiator.

Fragmentation

The influx of electronic gadgets Canadians own are up nearly 20 per cent in the past four years[1], and the rise of online, on-demand and over-the-top content services gives us more choice than ever before.

According to IDC Canada, 21.5% of households across Canada connect their TV to the Internet through a gaming console, while 21.3% connect their TV to the internet through a computer, and 4.3% connect through a Digital Media Adapter (i.e a Roku Box). When someone is watching Breaking Bad on Netflix via their Xbox console, is it considered television viewing or online video consumption?

In addition, the way people use devices while accessing content is also changing as “multi-screening”, or the use of multiple screens simultaneously, has become the new norm. In fact, according to our most recent Cross Screen Engagement Study (CSES), seven out of 10 Canadians now use a second device in some capacity while watching television. This media multitasking is great for consumers, but with people dividing their attention between screens, the pressure is on for advertisers to create compelling, engaging experience that spans devices and content delivery.

This is why Microsoft Advertising advocates a multi-layered approach to content distribution, with a focus on portable, personal and interactive engagement across desktops and laptops, tablets, mobile phones and the Xbox gaming console. By using platforms such as Skype, Windows 8, MSN and Xbox, we’re able to build consistent and cohesive experiences from the ground up, giving advertisers the ability to reach incredibly targeted audiences.

The rise of customization

It’s no longer enough to buy a 30-second spot within the linear broadcast of The Big Bang Theory and expect to reach your audience all at once. Advertisers must now deliver value and authentic content appropriate to a multitude of platforms to win over consumers.

This means taking a holistic approach to your content strategy, adjusting advertising to fit the consumer’s multi-screen behaviour, and the context of how they use each device. For instance, in the morning consumers tend to be more task-focused and in the evening hours, simultaneous screen usage kicks into high gear. It’s important to tailor your campaign to get the right fit.

At Microsoft Advertising, we know that during the day, it’s important to connect people with commercial content that can be consumed in small bites via Bing and casual gaming apps. Then in the evening, they have time to deeply explore content and ads through Windows 8 Ads in Apps, MSN Video and interactive rich media ad units such IAB rising stars like the Filmstrip.

Eighty-seven per cent of consumers enjoy being able to check out products or brands at their leisure, (CSES 2013). So we know that multi-screening consumers are open to the right kind of advertising, delivered on the right device at the right time.

Creativity as the differentiator

Even if the ad is delivered to the right person, at the right place and the right time, the ad itself still has to speak to the audience. Creativity is critical to engage, romance and entertain – and if you miss this, you’re lost.

Today, consumers want authentic, relevant and engaging experiences, and in this area, digital far outshines traditional media in its ability to offer a more in-depth brand experience. Through platforms such as Xbox LIVE, products like Kinect and advertising solutions like NUads,Microsoft Advertising goes beyond standard banners and challenging what both a broadcast ad and digital ad can be.

One great example from last year is when we worked with Boston Pizza to create an Xbox LIVE avatar of the their brand ambassador Terry Peters to promote the restaurant chain’s new “All Meat Wings.” This avatar could “friend” and interact with users on the Xbox LIVE platform, providing Boston Pizza with a unique way to connect and engage with consumers. This was a media first in the Canadian market, and one that advertisers would be smart to duplicate.

Xbox LIVE is just one facet of a multi-screen strategy that advertisers can use to brings messages to PCs, mobile devices and TVs, ensuring they reach consumers wherever they are, no matter what they are doing. Marketers should also consider using Windows 8 Apps and Skype, which is available on multiple devices and has a vast user base that is diverse, socially active and highly influential – the very people brands are trying to reach.

So what’s next?

Today, we can build solutions across a rich brand canvas of compelling devices and services united by a common, modern user experience which hosts a multitude of apps and where social and sharing are native to the experience. This has the potential to provide an incredible canvas from which to enable the industry’s creative talents and assets to shine.

But, we must always remember to keep coming back to the consumer – listening to their needs and desires, their dislikes and concerns – and always putting them first. With Xbox LIVE, Skype, Bing, MSN, and Windows 8, we have many direct lines to consumer consciousness, but we must keep striving to tell brand stories in the most unique, personal and interesting ways.

Great advertising revolves around great storytelling. That’s one thing that will never change.

For more information about the advertising opportunities available with Microsoft, please visit advertising.microsoft.com.

Robert Jenkyn, Head of Creative Solutions, Microsoft Advertising Canada

[1] Microsoft Advertising’s Meet the Screens research (2011)

An Update on Bing Ads and the Yahoo! Bing Network

David Pann - MSFT — Mon, 13 May 2013 16:35:00 GMT

This post has been cross-posted from the Bing Ads blog.

As I get ready to head to Europe to for a series of customer meetings on the “state of the state” regarding Bing Ads and the Yahoo! Bing Network, I thought I would provide some of the highlights my team will be sharing.

We are pleased with our partnership with Yahoo! and very encouraged by the momentum we are seeing in terms of revenue per thousand searches (RPM), ad relevance and the growth trajectory of Bing Ads. Our teams are working around the clock to make the Yahoo! Bing Network as good as it possibly can be - and we are extremely pleased with the progress we are making. While there is more work to do, I’m confident that we will continue to make positive gains in the weeks and months to come.

As you may have read, Microsoft recently extended a revenue guarantee arrangement with Yahoo! – which will further stabilize our partnership and instill confidence in the continued success and growth of the Yahoo! Bing Network. From the beginning, we have remained committed to providing advertisers a viable alternative to Google in the search market.

The following milestones and metrics give you a sense for what we have achieved in recent months:

· We have delivered more than 1,000 platform updates that have increased marketplace parity; improved the UX and editor navigability and speed; and improved compatibility/functionality with 3^rdparty tool providers.

· We have increased efficiencies on our platform by 21% YoY, making it easier for advertisers to manage their campaigns

· We have launched in 15 additional markets in 2012, with 31 more to come in 2013

· We have experienced a 25% increase in click volume since last year

· Our new ad formats - Long Ad Titles, Sitelink Extensions and Local Ad Extensions - are each contributing double digit RPM improvements

Perhaps even more meaningful, however, is the commentary we are hearing from third parties about our recent performance:

· “On [the Yahoo! Bing Network], advertisers saw marked improvement in clicks. On a year-over-year basis, advertisers saw 25% higher click volumes.” – Marin Software Online Advertising Report, Oct – Dec 2012

· “The Yahoo! Bing Network has outperformed Google in return on ad spend, ending Q3 2012 with the largest gap of the 18^th-month period at 28%.” - Kenshoo Global Search Advertising Trends Report – October 2012

· “The Yahoo! Bing [Network] continued to accelerate its growth with a YoY increase in spend of 48% compared to Google’s 12%.” – IgnitionOne Paid Search Update Q4 2012

· “Bing’s clicks increased both year-over-year and quarter-over-quarter, at 32% and 15.8%, respectively … [and] after four consecutive quarters of a relatively consistent market share … Bing’s share of advertiser spend grew to 21 percent, up 3.6 percent YoY and 3 percent QoQ” – The Search Agency Quarterly State of Paid Search Report, April 2013

· “Microsoft, once known as 1,000 pound gorilla impossible to move, has become an agile beast with an accelerated product release cycle. - Laurie Sullivan, MediaPost

While Microsoft is hard at work building new platform features for Bing Ads, much of this positive momentum is the result of the strong collaboration between the Yahoo! and Microsoft teams. The account leads have excelled in delivering these enhancements directly to customers – and taking customer feedback directly to our development teams. It is due to this alignment that we are making such a positive impact.

As 2013 continues, our list of wins will continue to grow and I will make sure you hear periodic updates on our progress. Thanks to the hard work of Bing and our engineering and sales organizations, we will dutifully stay on course and our commitment to the Search Alliance remains unwavering.

With the growth of the Yahoo! Bing Network as well as our improved operating performance, including the underlying trajectory of Bing Ads RPS, we pledge to continue being as transparent as possible with regard to advertising related milestones, perspectives and achievements. Watch this space.

David Pann, GM, Microsoft Advertising Search Group

Skype advertising in 60 seconds - episode 3 of #SkypeOpera launches today

Leena Shah - MSFT — Mon, 13 May 2013 10:44:04 GMT

Things are getting interesting in our #Skype-Opera! In the third, 60 second episode of Skype: The Proposal, Charlie comes up with another great romantic proposal, but will his plan ever get off the ground? Also featuring Group Video Calling, Conversation Ad and Homepage MPU ad formats download the one-pager for more on these formats.

Watch episode 3 now and catch up on previous episodes here.

The penultimate episode, episode 4 will be revealed on Monday 20th May.

Leena

#SkypeOpera episode 2/5 launches today

Leena Shah - MSFT — Tue, 07 May 2013 12:48:00 GMT

Today sees the release of Episode 2 of Skype: The Proposal, our 60 second, comical, animated digital soap opera, showing you all you need to know about Skype advertising in bite sized chunks.

Episode 2 sees Charlie try to recover from his disastrous proposal attempt in but will he succeed?! The episode along with the downloadable one-pager gives you the latest on the Mobile and Homepage Masthead Banner ad formats featured.

Watch episode 2now, see the drama unfold and learn all about advertising on Skype in a way you won’t expect!

If you missed episode 1 don’t worry – catch up now! Episode 3 will be revealed on Monday 13th May.

Leena

Microsoft, brands envision the future of online advertising at Creative Week

Shari Weisenberg - MSFT — Mon, 06 May 2013 22:00:00 GMT

The following post has been cross-posted from The Official Microsoft Blog

If you find yourself at a SoHo bar this week, and you spot a discarded napkin with scribbles on it, you might want to take a second look: The odds are slightly better than usual that those scribbles will be Madison Avenue’s next winning idea.

That’s because an eclectic group of creative professionals are meeting up in the New York City neighborhood for the 5^th annual Creative Week, a wide-ranging 5-day conversation about creativity in advertising, design, digital media and the arts. More pop-up think tank than standard conference, the event brings together creative types of all stripes, including some of Microsoft Advertising’s leading creative and marketing minds.

One common thread that connects all of these people and ideas: How can brands weave together creativity and technology to connect with audiences in radically new ways?

Microsoft Advertising helps brand marketers, creative agencies and publishers find answers to this question, dreaming up next-generation advertising experiences that harness our ecosystem of platforms – Windows 8, Skype, Xbox and beyond – to deliver value to consumers and brands at scale.

For us, a key part of the process is inviting the creative community in early so we can explore together how to bring their ideas to life on innovative new digital canvasses like Ads in Apps for Windows 8.

That’s why Microsoft feels right at home at Creative Week, where we’re both the lead sponsor and an active participant. It’s an opportunity to get inspired by some of the best creative work in the world, and for our creatives to put their heads together with forward-looking brands to make big ideas happen.

Check out the Creative Week schedule to learn more about what’s on tap this week, and follow the Microsoft Advertising Blog to learn more about our work.

Shari Weisenberg, Marketing Brand Strategist, Microsoft Advertising

Microsoft Advertising’s Digital Showcase Reveals Unique Video Opportunities Across Engaging Platforms #NewFronts

Scott Ferris - MSFT — Mon, 29 Apr 2013 20:00:00 GMT

The traditional notion of “prime time” is fading. TV viewing is no longer time or device constrained as consumers now control what content they view throughout the day and into the night, from screens large and small. They want to view video content when and where it fits best in their lifestyle. According to our recent Cross-Screen Engagement Study, 82 percent of consumers studied like being able to combine different devices to enable efficiency.

At Microsoft, we listen to consumers and put them first in everything we do, including our approach to video advertising. Today, as a founding member of the Digital Content NewFronts organized by the IAB, we hosted our Digital Showcase in NYC. We showed how we’re committed to moving the industry forward through our unified video experience across an ecosystem of products – from the PC, to the TV, to the tablet, to the phone – across Xbox, MSN, the Microsoft Advertising Video Network, and on Windows 8. Our devices and services offer advertisers a more engaging, immersive and innovative experience than ever before. Here’s what was highlighted at the event:

Xbox and OneBeat Debut New Experiences: Xbox and OneBeat are teaming up to bring an exclusive, first-of-its-kind entertainment experience that is designed to pull back the curtain on the multi-billion dollar Electronic Dance Music (EDM) phenomenon – the fastest growing category of music according to Nielsen. OneBeat is one of the world’s only EDM-centric entertainment studios with deep industry partnerships. We’re excited to be working with them to bring a curated EDM app experience to Xbox next month that will be a one-stop shop and portal for both EDM artists and fans. The OneBeat app on Xbox will provide original content and immersive storytelling experiences that will introduce new opportunities for our brand partners to engage with EDM fans and culture.

“The LeBrons” Season Two: We’re pleased to share that LeBron James’ breakout animated series, “The LeBrons” is back for season two and will be available on May 10^th exclusively across Microsoft consumer platforms, including Xbox LIVE and the MSN Video Hub. We’ll also be doing some heavy cross-promotion on both Xbox and the Bing Sports app on Windows 8. “The LeBrons” is a family entertainment show designed to provide positive life messages to today’s young adults and is co-executive produced by LeBron James, Maverick Carter and Believe Entertainment Group Co-Founders Dan Goodman and William H. Masterson III. The hit show received more than 50 million episode views across the web during its inaugural season in 2011 and all Xbox LIVE subscribers in the US can now watch the second season right from their Xbox 360. Plans are underway to build out the series even further for the biggest screen in the home on Xbox, with all new content that capitalizes on second screen experiences through Xbox SmartGlass, as well as other Microsoft consumer platforms.

Years of Living Dangerously: This new Showtime TV series will be a powerful, informative and entertaining program focused on climate change. Microsoft Advertising will be the exclusive digital partner for the series and will extend the stories online through a multi-screen experience with complementary content across MSN, Xbox and Windows 8. We are offering an exclusive sponsorship opportunity for the associated interactive web experience coming in 2014. The series is an ambitious multi-media project that includes exclusive video segments, celebrity interviews, and behind-the-scenes content, in addition to a robust social engagement platform designed to drive action and engagement on the issue of climate change. The broadcast series Years of Living Dangerously is being produced by former 60 Minutes producers Joel Bach and David Gelber (winners of a combined 11 Emmys), James Cameron (producer and director of Avatar and Titanic), Jerry Weintraub (the former head of United Artists’ studios and the producer of the Ocean’s Eleven, Twelve and Thirteen franchise) and Arnold Schwarzenegger (former California Governor and box office star). Additionally, a number of celebrities will appear throughout the series including Don Cheadle, Matt Damon, Alec Baldwin, Uma Thurman, Olivia Munn, and others.

MSN Codename “StageDoor”: Today we debuted an exclusive entertainment video destination on MSN, codenamed “StageDoor,” that is an entirely different approach to surfacing engaging video content online. “StageDoor” aggregates trusted, brand-safe video content from across different topics and subject matters to reflect the interests of the actual person that is watching, not just genres or keywords. The content is organized into nine distinct channels that are programmed for the audience, making it more like a television experience than what any other major portal online provides. For example, the Spark channel is focused on clothes, love, health and more. With “StageDoor,” advertisers can involve their brand directly in the story and connect more deeply with their target consumer. Every channel provides sponsorship opportunities that can range from custom product placements to segment branding. One of the first to sign on to StageDoor is Chrysler Group LLC’s Jeep® brand. “MSN’s StageDoor provides a wide range of topics and subject matter,” says Vicki Carlini, Jeep Brand Lead - Media, Social Media and CRM, Chrysler Group LLC. “Sponsoring the Tuned In channel is enabling us to broadcast our new 2014 Jeep Grand Cherokee original video series, “Reach the Summit,” and engage more deeply with our most desired target consumers.”

We’re excited about continuing to create video content and experiences that consumers want, on the platforms they love, while also providing brands the opportunity to connect deeper with their target audiences.

As always, please let us know if you have any questions or feedback.

Scott Ferris, General Manager of TV & Video Advertising Business Group

#SkypeOpera:The Proposal launches today!

Donna Hindson - MSFT — Mon, 29 Apr 2013 09:16:00 GMT

Last week Microsoft Advertising UK unveiled Skype:The Proposal, a five part, animated, digital soap opera, showcasing the creative advertising formats and opportunities on Skype, brought to life across different devices and platforms in 60 second episodes following the story of Charlie and Lizzie and a proposal gone wrong.

Today is show time - we’re excited to reveal episode 1 featuring the Conversation Ad format. Watch episode 1 now and discover the story so far…

Episode 2 will be revealed on May 7^th!

Donna,

Donna Hindson,

Marketing Director, Microsoft Advertising & Online, UK

Atlas Now Officially a Part of Facebook

Dave O'Hara - MSFT — Fri, 26 Apr 2013 20:00:00 GMT

We’re pleased to announce that Facebook’s acquisition of Atlas from Microsoft has officially closed. The Atlas team will start work at Facebook on Monday.

As we said in February, this is a winning proposition for all parties involved. Facebook is committed to the success of Atlas partners, customers and employees. This deal also helps to strengthen the already strong partnership we have with Facebook.

Microsoft continues to dedicate our energy to the future of Microsoft Advertising, which is to create compelling, beautiful and relevant experiences for our first-party owned and operated assets including: Windows 8, Skype, Xbox/Kinect, Windows Phone, Bing and MSN. Our publisher line up (across devices and web services) is unrivaled and offers a unique opportunity for advertisers to reach their target consumers on any screen.

We want to thank the Atlas team for their work up to this point, and wish them nothing but the best for their future at Facebook.

Dave O’Hara

Microsoft Advertising Announces New Ad Format for Outlook.com

Jennifer Creegan - MSFT — Tue, 23 Apr 2013 13:00:00 GMT

In February, Outlook.com came out of preview with more than 60 million consumers actively using the new e-mail service, making it the fastest growing e-mail service in history. The new e-mail service from Microsoft is optimized for modern browsers and devices, with a sleek interface and powerful, innovative features. Given its rapid rate of adoption, it’s clear that the fresh and intuitive design of Outlook.com hits the mark with consumers. Similarly, we have applied our consumer-first design philosophy when creating fresh advertising experiences in Outlook.com.

In keeping with that philosophy, today I am happy to announce the availability of versaTiles in Outlook.com.

The new advertising format – currently being sold in Brazil and the US, with availability in Australia, Canada, France, Germany, Italy, Japan, Netherlands, Spain, and the UK coming soon – consists of flexible sized tile strips that give brands the opportunity to engage in deep storytelling. They’re built with the same modern design philosophy to ensure people using Outlook.com have a great experience and see ads in places that can enrich their mail experience, not deter from it.

versaTiles also provide a valuable surface area for advertisers to deliver relevant content in scenarios where people expect and look for commercial content. Currently, versaTiles offers advertisers three customizable templates to choose from to help tailor ads to meet specific campaign objectives. But first, here is what versaTiles look like:

As I mentioned above, we have created ads experience that we believe will fit any advertisers’ needs – no matter what vertical. Here is a list of the three customizable templates versaTiles currently offers advertisers:

Online Retailer: Allows the advertiser to capture consumers’ attention, and showcase a product or a service, and then connect the consumer to the advertiser’s online distributors. From a consumer standpoint, this template enables them to locate brick and mortar retail outlets in their area, alongside viewing and discovering product or service details within the tile experience.
Media Showcase: Gives a unique ad experience to get a brand’s message conveyed by using a combination of video, image galleries and text. The template is applicable to multiple verticals aiming at building awareness and consumer engagement.
Catalogue: Applies to campaigns that feature multiple products. The first tile shows the theme of the campaign and the others feature different products in an engaging way to build consumer interest to learn more.

As you can see from the above, a versaTiles strip consists of four or five tiles that sit along the right side of the Outlook.com page. versaTiles help put the consumer in the driver seat by offering three different ways to engage with the ad, including:

Default state (below left image): Consumers see the Default state as they login to Outlook.com. For example, an advertiser can choose to render displaying the tiles with their logo in the top tile and text with more information in the subsequent tiles.
Hover state (below middle image): Consumers can view more in-depth information and see additional images/information if they hover over the tiles.
Click state (below right image): Consumers will only see each tile’s Click state if they click on that tile. The ad content will then expand to the left to show different creative elements and brand messaging depending on the ad template chosen by the advertiser.

versaTiles are another example of how Microsoft Advertising continues to deliver innovative, rich advertising experiences for advertisers to creatively tell their brand stories, while providing the best experience possible for consumers.

Jennifer Creegan – General Manager for Display Advertising Experiences at Microsoft Advertising.

Skype Opera: The Proposal – 29.04.2013

Donna Hindson - MSFT — Mon, 22 Apr 2013 09:45:25 GMT

Everything you need to know about Skype advertising in a way you wouldn’t expect – the drama launches 29.04.2013!

At Microsoft Advertising UK we realise your time is limited and it is hard to fully investigate all the media options available to you. So instead of a traditional presentation, we thought we would tell you about the creative advertising formats and opportunities on Skype by bringing it to you in five 60 second episodes of an animated digital soap opera or “Skype Opera” which debuts next Monday (29.04.2013).

Not only can you learn everything you need to know about Skype advertising in sizzle snippets, but you can also follow the ups and downs and the drama of the main characters, Charlie and Lizzie and their “will they, won’t they” life!

Come back on Monday 29th April or follow us @MSAdvertisingUK (#SkypeOpera) where all will be revealed!

Donna,

Donna Hindson,

Marketing Director, Microsoft Advertising & Online, UK

Should auto OEM’s be concerned about the short and long term effects of declining sales among younger buyers?

Jamie Noble - MSFT — Thu, 11 Apr 2013 12:48:00 GMT

It might be argued that increasingly cars only convey status in the minds of an older demo. Those who have the notion ingrained in their psyche that ownership is a reflection, or at least indicator, of your position in society. The old “one up on the Joneses” syndrome.

Much has been written lately about the variety of factors that have led to a dramatic decrease in the numbers of the next market for manufacturers taking their driving test. Lack of a job, high running costs from fuel to insurance and of course the car itself are putting this out of reach to many. As we know the car buyer now tends to be that older demographic of 45 plus.

The younger generation are more likely to be concerned about the online social status and the smartphone they carry than the set of wheels they are driving - or not driving.

This leads to some difficult questions for the OEMs. Tom Barnard, Nissan Communications Director, stated in a recent FT article that this situation left them with three choices; to chase a market who don't want their product, create a new type of product that will generate appeal or give up on them altogether.

Some manufacturers are also experimenting with the notion of car clubs. Peugeot and BMW have tested this, though when I researched this locally I saw that only one Peugeot dealership in London was participating. It’s thought that the likes of Zipcar take 15 cars off the road from private owners. I’m not sure what they make up of a Zipcar owner is in London but would hazard a guess it’s that younger demographic that seem to be increasingly difficult for the OEM’s to capture.

Interestingly it would seem that the same might be true in the US if you take this campaign from Dodge for their Dart as proof. Can’t afford your own car? Get grandma to buy your stereo and dad to get the engine.

Though this view is very US/Euro centric. As figures show the rapid growth in the BRIC economies will mean some shifting around but at least there are still markets for OEM’s looking to get that younger car buyer.

So maybe it’s not all doom and gloom and is more a case of shifting markets which the producers will have to chase in order to protect their businesses and continue to grow.

Thanks for reading,

Until next time

Jamie

UK RevAwards shortlist: MSN Food cooks up a storm with Sainsbury’s partnership

James Hayr - MSFT — Thu, 11 Apr 2013 12:12:27 GMT

We received some great news this week - Microsoft Advertising and PHD have been shortlisted for a Rev Award!

The Rev Awards ‘celebrates the ingenuity and imaginative use of technology in the UK’, and MSN Food and Sainsbury’s earned its nomination by creating a category-defining content partnership. MSN Food is the first ever editorial channel to be created in collaboration with a brand and combines a rich mix of complementary food editorial and Sainsbury’s branded content covering all aspects of its food offering.

Our longstanding partnership with Sainsbury’s has given rise to some brilliant creative thinking and we’re working collaboratively to generate new content and create tools to excite and engage this important digital audience. It’s fantastic to see this being recognised as being at the forefront of the world’s most dynamic and fast moving communications industry. Above all we’ve been able create a rich user experience, with timely and interesting editorial campaigns, complemented by innovative tools such as the browser-optimised ‘Roast’ planner and the click-to-buy recipes.

The Rev Awards will be presented on 17^th May, so keep your fingers crossed!

James

James Hayr, Head of Advertising Solutions for Microsoft Advertising