Microsoft launches Premium Streaming campaigns including Netflix

Microsoft Advertising quietly introduced Premium Streaming campaigns on August 4, 2025, according to documentation spotted in the platform's interface. The new campaign type enables advertisers to place broadcast-quality video advertisements across premium streaming services including Netflix, Roku, Paramount, LG, Samsung, and Rakuten.

According to Microsoft Advertising, advertisers can now create Premium Streaming campaigns directly within the platform's interface by selecting "Build brand awareness" as the campaign goal and choosing Premium Streaming from the campaign type menu. The feature expands Microsoft's Connected TV (CTV) advertising capabilities beyond its existing video ad formats.

Premium Streaming campaigns operate with three distinct quality tiers that determine ad placement eligibility. According to the technical documentation, video assets receive ratings from one to three stars based on specifications including duration, resolution, bitrate, file format, and audio requirements. One-star videos meet minimum requirements for limited placements, while three-star videos qualify for all premium inventory across streaming devices and platforms.

The technical requirements reveal significant quality thresholds for premium placements. Three-star videos require 10,000+ kbps bitrate minimum with recommendations reaching 40,000-80,000+ kbps for optimal premium streaming publisher access. According to Microsoft's documentation, video resolution must match specific formats including 720 x 1280, 1280 x 720, 1080 x 1920, 1920 x 1080, or 1440 x 1080 pixels.

Microsoft's Premium Streaming campaigns represent a strategic expansion into Connected TV advertising. According to the company's support documentation, ad placements depend on video asset specifications, targeting parameters, and budget allocation. The platform determines placements automatically across smart TVs, streaming devices, gaming consoles, computers, mobile devices, and tablets.

According to Microsoft's implementation guide, advertisers must set default bids between $0.20 and $0.01, with higher bids improving auction competitiveness. The campaign type utilizes CPCV (cost per completed view) bidding, optimizing for completed video views rather than impressions or clicks.

Budget requirements reflect the premium nature of the advertising inventory. According to Microsoft's documentation, campaigns require minimum daily budgets exceeding $25.00 USD to access premium streaming placements effectively. The platform recommends coordinating daily budgets with default bids to maximize impression delivery and auction participation.

Microsoft's Premium Streaming campaigns target audiences across multiple streaming environments. According to the technical specifications, campaigns can target by age, gender, location, ad schedule, genre, and device type. The platform notes that overly restrictive targeting may limit impression volumes across premium inventory.

Premium Streaming campaigns include frequency management capabilities. According to Microsoft's interface documentation, advertisers can limit ad exposure per user across hourly, daily, and weekly intervals to prevent overexposure and optimize campaign performance.

The campaign creation process integrates Microsoft's Copilot AI technology for automated video generation. According to the platform documentation, Copilot analyzes advertiser websites and existing assets to generate 15-second, three-star quality videos with text overlays and sound. This feature democratizes access to premium streaming advertising for businesses without extensive video production resources.

Microsoft's Premium Streaming expansion builds upon its established Connected TV partnerships. The platform's streaming network includes Netflix, Roku, Hulu, Max, Fox, Disney+, Peacock, Paramount+, LG, Discovery+, and Samsung TV Plus, providing extensive reach across popular streaming services.

Premium Streaming campaigns offer specialized metrics for video advertising performance. According to Microsoft's documentation, advertisers can track video views at 25%, 50%, and 75% completion rates, plus completed video views and video completion rates. The platform also provides genre-specific performance reporting for campaigns utilizing genre targeting.

The timing aligns with Microsoft's broader Connected TV advertising expansion. Recent developments include support for 45 and 75-second video durations and AI-powered creative recommendations. Microsoft's CTV advertising capabilities have grown substantially since establishing Netflix partnerships and expanding display advertising options.

Market context suggests growing demand for premium streaming advertising. Industry projections indicate Connected TV advertising spending will reach $33.35 billion in 2025, with CTV's share of media budgets expected to double from 14% in 2023 to 28% in 2025. Research shows 72% of marketers plan to increase programmatic advertising investment in 2025.

Microsoft's Premium Streaming launch coincides with increased competition among streaming advertising platforms. Netflix recently announced completion of its proprietary ad technology stack, reducing dependency on Microsoft's advertising infrastructure. The streaming giant expects to roughly double advertising revenue in 2025 while expanding programmatic capabilities across 13 ad-supported countries.

According to PPC Land's analysis of Connected TV market dynamics, Microsoft's streaming advertising capabilities provide advertisers with alternatives to Google's dominant position in digital advertising. The platform's integration of AI-powered creative tools and premium inventory access addresses key challenges facing advertisers in the fragmented streaming landscape.

Microsoft's Premium Streaming campaigns complement its broader advertising ecosystem. The company recently surpassed $20 billion in annual advertising revenue across all business units, with growth driven by AI-powered search experiences and expanded advertising formats.

Premium Streaming represents Microsoft's continued investment in video advertising capabilities. The platform's emphasis on broadcast-quality requirements and premium placement eligibility positions it for competition with established television advertising while leveraging streaming platforms' targeting precision and measurement capabilities.

The launch demonstrates Microsoft's strategy to capture television advertising budgets migrating from linear TV to streaming platforms. Premium Streaming campaigns offer advertisers access to engaged streaming audiences through Microsoft's advertising infrastructure while maintaining quality standards comparable to traditional television advertising.

Microsoft's Premium Streaming campaigns address marketer demands for streamlined Connected TV advertising access. The platform's three-tier quality system provides clear pathways for advertisers to access premium inventory while encouraging higher production standards through better placement eligibility.

Timeline

• August 2021: Microsoft activates brand safety protections in Canada and UK through IAS partnership
• March 9, 2024: Microsoft Advertising expands CTV reach with Netflix partnership
• March 9, 2024: Microsoft Advertising expands Display advertising options for enhanced brand awareness
• April 3, 2024: Microsoft Advertising transitions away from manual CPC to enhanced CPC
• September 4, 2024: Microsoft expands CTV ad lengths, boosting options for advertisers
• September 4, 2024: New Microsoft Advertising packages for digital media reach
• May 1, 2025: Microsoft ad revenue tops $20 billion as Copilot transforms search
• June 16, 2025: Netflix adds Yahoo DSP as fourth global programmatic advertising partner
• June 27, 2024: IAS expands measurement solutions for Microsoft Advertising Network
• June 30, 2025: Microsoft Advertising removes over one billion ads in 2024 trust safety drive
• August 4, 2025: Microsoft Advertising introduces Premium Streaming campaigns

Summary

Who: Microsoft Advertising platform introduces the new campaign type, affecting advertisers seeking premium streaming placements across Connected TV environments and streaming platforms.

What: Premium Streaming campaigns enable broadcast-quality video advertisements on premium streaming services through a three-tier quality system, with technical requirements ranging from basic eligibility to optimal premium placement access.

When: The feature launched August 4, 2025, as documented in Microsoft Advertising's interface and technical support materials.

Where: Campaigns appear across Microsoft's streaming network including Netflix, Roku, Paramount, LG, Samsung, Rakuten, and other premium streaming platforms, targeting Connected TV devices, smart TVs, gaming consoles, and mobile devices.

Why: The launch addresses growing demand for Connected TV advertising as streaming consumption increases and television advertising budgets migrate from linear TV, while providing Microsoft with enhanced video advertising capabilities to compete in the $240 billion global video advertising market.

Key Terms Explained

Premium Streaming Campaigns: Microsoft's new campaign type represents a specialized video advertising format designed for high-quality streaming platforms. These campaigns enable advertisers to place broadcast-quality video content across premium streaming services while maintaining strict technical standards. The format bridges traditional television advertising quality with digital streaming precision, offering marketers access to engaged streaming audiences through Microsoft's advertising infrastructure.

Connected TV (CTV): Connected TV encompasses internet-connected television devices, smart TVs, and streaming platforms that deliver advertising through digital connections rather than traditional broadcast signals. CTV advertising combines television's visual impact and engagement with digital advertising's targeting precision and measurement capabilities. This format represents one of the fastest-growing advertising channels as viewing habits shift toward streaming platforms and advertisers seek alternatives to declining linear television audiences.

Three-Tier Quality System: Microsoft's technical classification framework rates video assets from one to three stars based on specifications including duration, resolution, bitrate, file format, and audio requirements. One-star videos meet minimum requirements for limited placements, two-star videos offer good quality with access to most placements, while three-star videos meet the highest specifications and qualify for all premium inventory including top streaming devices and platforms.

CPCV (Cost Per Completed View): The bidding strategy optimizes campaign spending based on completed video views rather than impressions or clicks. This model ensures advertisers pay only when viewers watch their video advertisements to completion, providing more accurate performance measurement and budget efficiency. CPCV bidding aligns advertiser costs with actual engagement rather than simple ad exposure.

Broadcast-Quality Video: Technical standards requiring professional-grade video specifications comparable to traditional television advertising. These requirements include high-resolution formats, optimal bitrates ranging from 10,000+ to 80,000+ kbps, specific audio configurations, and standardized aspect ratios. Broadcast-quality standards ensure premium streaming platforms maintain consistent viewer experiences while providing advertisers with professional presentation capabilities.

Microsoft Copilot Integration: AI-powered technology that analyzes advertiser websites and existing assets to automatically generate video content for Premium Streaming campaigns. Copilot creates 15-second, three-star quality videos with text overlays and sound, democratizing access to premium streaming advertising for businesses without extensive video production resources. This integration streamlines campaign creation while maintaining technical quality standards.

Premium Streaming Inventory: High-value advertising placements available across top-tier streaming services including Netflix, Roku, Paramount, and Samsung platforms. This inventory represents the most desirable ad positions within streaming environments, offering advertisers access to engaged audiences consuming premium content. Premium inventory typically commands higher rates but provides superior brand safety and audience quality compared to standard digital advertising placements.

Frequency Management: Campaign control capabilities that limit ad exposure per user across hourly, daily, and weekly intervals to prevent overexposure and optimize performance. Frequency management prevents viewer fatigue while maximizing budget efficiency by ensuring advertisements reach audiences at optimal intervals. This feature becomes particularly important in streaming environments where viewers may encounter the same content repeatedly.

Video Completion Metrics: Specialized measurement tools tracking viewer engagement at 25%, 50%, 75%, and 100% completion rates for video advertisements. These metrics provide granular insights into content effectiveness and audience retention, enabling advertisers to optimize creative elements and targeting strategies. Completion metrics offer more precise performance assessment than traditional impression-based measurements.

Genre Targeting: Campaign targeting capability allowing advertisers to reach audiences based on streaming content categories such as comedy, drama, sports, or documentaries. Genre targeting leverages streaming platforms' content categorization to deliver relevant advertisements alongside appropriate programming. This targeting method helps advertisers align their messaging with audience interests and viewing contexts for improved campaign relevance.