Microsoft Advertising has introduced a new video ad offering called Video and Connected TV (CTV) ads, allowing advertisers to create online video and CTV ad campaigns within the Microsoft Advertising platform.
CTV refers to any television set that is connected to the internet, whether it be a smart TV or an older TV that has been linked to an external streaming device like Netflix or Apple TV.
Microsoft has stated that users can now advertise their business on popular streaming platforms such as Max, Hulu, and Bloomberg, as well as on websites like MSN, Huffington Post, People, and the Wall Street Journal.
It has been predicted that by 2024, individuals will spend an average of 3.5 hours daily consuming digital video content. This trend is not limited to any platform and includes smart TVs and smartphones. Around 90% of Generation Z individuals in the United States participate in second-screen internet and TV activities, indicating a potential opportunity for advertisers.
Microsoft’s audience intelligence fuels video and CTV ads by leveraging various first-party data points and permissions. This includes search and web activity from Bing and our browser, Microsoft Edge, content interests from Microsoft Start, demographics, and more.
Microsoft Advertising employs advanced machine learning algorithms to create targeted audiences based on various factors such as consumer product and brand preferences, purchase history, content preferences, and geographical location. By leveraging this approach, advertisers can effectively reach their best potential customers.
4 out of 5 consumers read the news online while watching TV, emphasizing the potential for advertisers to target audiences engaged in such multi-screen behaviors. Hence, utilizing video ads seems to be a wise approach, as ad spending is predicted to increase significantly in the upcoming years.
In summary, Microsoft Advertising’s Video and CTV ads offer precise audience targeting and user-friendly integration, enhancing advertisers’ capabilities. However, increasing competition and potential ad saturation pose challenges, necessitating ongoing innovation for success.