Microsoft Unveils Digital Advertising Solutions

By Kevin Newcomb

September 25, 2006

Microsoft will unveil a new unified advertising strategy today with the launch of Microsoft Digital Advertising Solutions.

The
new branding incorporates ad offerings across MSN and Windows Live; the
upcoming Xbox and Office Online; and future Windows Mobile and IPTV ad
products. The goal is to bring together these various ad products and
services into a coherent offering for advertisers.

"Microsoft’s
advertising business is growing quickly and becoming more
sophisticated. It is our responsibility to clearly articulate to
advertisers how they can apply our broad set of assets and
relationships to reach consumers across the many digital touch points
of their day," Joanne Bradford, corporate VP of global sales and
marketing and chief media revenue officer at Microsoft, said in a
statement.

A new Web site
for advertisers offers details on Microsoft’s various offerings,
detailing the various opportunities available to advertisers on each
property. Also on the site are several video interviews with media,
advertising, and digital agencies. The interviews cover topics like
creativity, media fragmentation, user-generated content, and
advertising relevance.

Microsoft has been expanding its ad services for the past year, since it began refocusing its businessadCenter platform, launch the Live.com portal, and set up a new online business group, with MSN honcho Yusuf Mehdi heading it up as chief advertising strategist.

The company has also looked outside its business for ad growth, acquiring in-game ad provider Massive, and striking a deal with social network Facebook, for example.

"As
today’s consumers spend more and more time online across various
digital devices like mobile phones and video games, advertisers are
finding they can no longer reach their entire target audience by
advertising on a single medium," Bradford said. "We’re addressing the
reality of media fragmentation and enabling advertisers to get back to
what they do best: creating engaging and creative ads."

on advertising a year ago. During that time, it has continued to develops its

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