Microsoft’s advertising division has launched a new video ad network, with the aim on cutting down on wastage by combining first party data with Neilsen and Comscore’s data.
The Microsoft Video Network lets advertisers buy pre-roll video ads on premium accredited sites whilst harnessing the market leading Microsoft Account data for tailored targeting.
The platform is supported by some 350 accredited publishers on a range of different devices and platforms.
Using Microsoft Account data with Nielsen, comScore and other publisher data, the network provides advertisers with insight into audiences’ behaviours.
Advertisers are given new insight into their campaigns via a reporting dashboard, identifying ways to improve their strategy in an agile way that is managed in real-time.
The network also features frequency capping, enabling brands to ensure breadth of publication and frequency of audience targeting.
Owen Sagness, General Manager of Microsoft Advertising & Online UK, said: “Video is a hot topic and programmatic media trading is an area of massive growth for the industry. Over the past six years advertising budgets have significantly moved away from traditional TV and into online video, as audiences migrate to multiscreen and video on demand. With the supply and demand model driving efficiency and ROI for brands, automated buying will continue to become more important for advertisers looking to keep up with the consumers’ online behaviour day in, day out.
“We have spent time listening, watching and learning from the industry, and we’re launching a Video Network that features a range of publishers and partners that are specifically chosen to offer the best options for our customers. Programmatic media buying is arguably still in its infancy, but over years to come it will continue to become more popular. No longer can manual bidding support demand, as the total number of impressions and consumer outlets continues to grow.
“The launch of the new network reiterates our focus for developing industry-leading advertising offerings centred on content engagement. We are continuing to extend our network which, courtesy of the unique Microsoft Account, puts us above the rest in terms of multiscreen customer behaviour insight. Utilising this extension of consumer reach will see the advertising offering at Microsoft go from strength to strength.”
Watch this video from Microsoft explaining how the new platform works below:
http://advertising.microsoft.com