Microsoft offers new video ads with player revamp

Also announced today is a roadmap to introduce a new ‘time-based’ advertising model designed to help brands ensure their ads are immersed in the consumer’s video experience. 

Launched today in beta in the UK, Microsoft’s video player includes a new version of its free video on demand channel MSN Video integrated with Soapbox – the user generated content channel; a video inline player integrating video across the MSN network; plus video sharing capabilities in the Windows Live Messenger and Spaces. 

Advertisers can use three new ad-execution formats on the MSN Video channel that have been designed to be non-intrusive to the consumer’s video consumption.

Additionally a sequenced (or unit) based advertising approach will only serve ads when users first click on content and then every second clip of content selected - meaning brand messages are immersed into the overall consumer experience. 

As content and consumers are migrated to the new video platform, Microsoft will introduce a unique time-based advertising approach, designed to serve ads to consumers at regular intervals. 

This approach is intended to offer a less intrusive overall ad experience, resulting in a more receptive audience and increased ad effectiveness. 

Microsoft said the exact timings of the time-based adverts will be trialled as part of the beta.  

The new advertising model only allows one brand’s advert to be displayed at anytime, increasing the visibility of the brand. 

Combined with the new ad formats and the new time-based approach, advertisers have the opportunity to more deeply engage with their audiences and deliver integrated campaigns that appeal to consumer hearts and minds.

The new video platform has channels from content partners including BBC iPlayer, ITN and MyMovies – all at one destination for MSN and Windows Live users.  

Chris Ward, Commercial Director, Microsoft Digital Advertising Solutions said: “The growing appetite among consumers for online video content has created the perfect opportunity for advertisers seeking to reach a larger engaged online audience. We believe we are at the forefront of creating unique video advertising options and the time-based ads offered in our new version of MSN Video pave the way for advertisers to engage with consumers in a less intrusive way.”