23 June 2011
Software stalwart Microsoft announced it would open a real-time bidding ad exchange in the UK and Holland after a successful showing in the US since April.
Microsoft's Ad Exchange allows advertisers and publishers to buy and sell through an automated RTB auction on a cost-per-impression basis. The exchange has already been launched successfully in the US and will be rolled out in Canada, Germany and France over the next few months.
The company has also announced a Windows Phone 7 in-app ad inventory would be available worldwide through Microsoft Advertising Exchange for Mobile.
"We've seen very encouraging results so far in the US," Dennis Buchheim, general manager of scale display at Microsoft, told Brand Republic Advertisers are seeing improved ROI on their campaigns, while publishers are achieving higher yields on their inventory - all in an open, premium marketplace.
"It is a true win-win situation for both parties and we're committed to an aggressive expansion of the exchange in other markets in the coming months."
An interactive ad platform for Xbox 360 has also been launched. The platform lets advertisers tailor ads to make use of the Kinect's motion and voice activation technology. Microsoft said it will transform TV advertising, as the service will be controlled by voice and gesture commands by the user.
When accessing the platform, if the user views an ad on Xbox Live and says "Xbox more" into the voice control device; they will then receive more information about the product or a discount coupon, which will be sent to their inbox.
Users can also say "Xbox near me" to find a local retailer and then receive the location in a text message. Additionally, by using the "Xbox tweet" voice command, users can share ads they like on Twitter.
Mark Kroese, general manager of Microsoft's Advertising Business Group, told the Cannes International Festival of Creativity that the service remedied a "significant and costly problem that had long plagued TV advertisers."
Microsoft unveils real-time bidding and interactive adverts
Software stalwart Microsoft announced it would open a real-time bidding ad exchange in the UK and Holland after a successful showing in the US since April.Microsoft's Ad Exchange allows advertisers and publishers to buy and sell through an automated RTB auction on a cost-per-impression basis. The exchange has already been launched successfully in the US and will be rolled out in Canada, Germany and France over the next few months.
The company has also announced a Windows Phone 7 in-app ad inventory would be available worldwide through Microsoft Advertising Exchange for Mobile.
"We've seen very encouraging results so far in the US," Dennis Buchheim, general manager of scale display at Microsoft, told Brand Republic Advertisers are seeing improved ROI on their campaigns, while publishers are achieving higher yields on their inventory - all in an open, premium marketplace.
"It is a true win-win situation for both parties and we're committed to an aggressive expansion of the exchange in other markets in the coming months."
An interactive ad platform for Xbox 360 has also been launched. The platform lets advertisers tailor ads to make use of the Kinect's motion and voice activation technology. Microsoft said it will transform TV advertising, as the service will be controlled by voice and gesture commands by the user.
When accessing the platform, if the user views an ad on Xbox Live and says "Xbox more" into the voice control device; they will then receive more information about the product or a discount coupon, which will be sent to their inbox.
Users can also say "Xbox near me" to find a local retailer and then receive the location in a text message. Additionally, by using the "Xbox tweet" voice command, users can share ads they like on Twitter.
Mark Kroese, general manager of Microsoft's Advertising Business Group, told the Cannes International Festival of Creativity that the service remedied a "significant and costly problem that had long plagued TV advertisers."
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