New Microsoft Advertising packages for digital media reach

Microsoft Advertising yesterday announced the launch of three new advertising packages designed to harness the power of Microsoft's media platforms for digital buyers. This development, revealed just yesterday, aims to provide advertisers with innovative ways to reach a vast and growing audience across various Microsoft-owned and operated (O&O) properties. The new offerings focus on seasonal marketing, product launches, and cross-screen gaming, catering to diverse advertising goals and target demographics.

According to the Microsoft Advertising team, these new packages are tailored to meet specific marketing objectives, whether it's capitalizing on fall and holiday shopping trends, promoting new product releases, or engaging audiences across multiple screens. The introduction of these packages reflects Microsoft's strategy to leverage its extensive media ecosystem, which includes popular platforms like MSN, Xbox, and various mobile gaming properties.

Fall and Holiday Seasonal Moments package

The first of the three new offerings is the Fall and Holiday Seasonal Moments package. This package is designed to help advertisers tap into key shopping and consumer event periods during the fall season. It includes coverage for significant events such as the Premier League Start, Oktoberfest, Halloween, and the Season of Giving. A notable feature of this package is the availability of takeovers on the MSN homepage and vertical pages, which are intended to create high-impact impressions and drive performance. To incentivize advertisers, Microsoft is offering special seasonal promotional pricing, with a 20% discount available for those meeting a minimum spend commitment.

Product Launch package

The second offering introduced is the Product Launch package. This package is specifically crafted for advertisers looking to promote new releases across various sectors, including movies, TV series, video games, and electronic devices. The package offers prominent advertising units that leverage HTML5 technology, enabling advertisers to incorporate video, audio, and interactive elements into their ads. These features are designed to captivate audiences and boost performance metrics such as click-through rates (CTR) and lead generation. Like the Seasonal Moments package, the Product Launch package also includes takeover options for the MSN homepage and vertical pages, allowing advertisers to maximize the visibility of their new product or content release.

Cross-Screen Gaming package

The third and final package unveiled is the Cross-Screen Gaming package. This offering is particularly interesting as it addresses the growing trend of multi-device engagement among consumers. Microsoft cites a statistic that 85% of people use another device while watching TV, with gaming being the primary second-screen activity for many viewers. The Cross-Screen Gaming package allows advertisers to reach audiences across both large screens (such as connected TVs) and personal devices (like smartphones and tablets). This package leverages Microsoft's partnerships with premium Connected TV (CTV) providers and its ownership of Activision Blizzard's mobile gaming properties to offer a comprehensive cross-screen advertising solution.

The introduction of these packages comes at a time when digital advertising is becoming increasingly complex and fragmented. By offering these bundled solutions, Microsoft aims to simplify the process for advertisers while also providing access to its diverse media properties. The packages are designed to cater to different advertising objectives, from seasonal promotions to new product launches, and to reach audiences across various devices and platforms.

One of the key strengths of these new packages is their ability to leverage Microsoft's extensive data and targeting capabilities. By utilizing Microsoft's user data and AI-driven insights, advertisers can potentially achieve more precise audience targeting and improved campaign performance. This is particularly valuable in the current digital advertising landscape, where personalization and relevance are crucial for capturing consumer attention.

The Seasonal Moments package, in particular, demonstrates Microsoft's awareness of the importance of timing in advertising campaigns. By offering targeted opportunities around specific events and holidays, Microsoft is enabling advertisers to align their messaging with moments when consumers are most likely to be receptive to certain types of promotions or products.

The Product Launch package addresses the challenge many advertisers face when introducing new products or content to the market. The high-impact placements and interactive ad formats offered in this package are designed to cut through the digital noise and create memorable impressions on potential customers. This could be especially valuable for industries like entertainment and technology, where generating buzz around new releases is critical to success.

The Cross-Screen Gaming package is perhaps the most forward-looking of the three offerings. It acknowledges the changing viewing habits of consumers and the increasing integration of gaming into mainstream entertainment. By offering advertisers the ability to reach audiences across both CTV and mobile gaming platforms, Microsoft is positioning itself at the intersection of two rapidly growing segments of the digital media landscape.

It's worth noting that these packages are not standalone solutions but are intended to be part of a broader advertising strategy. Microsoft encourages advertisers to work closely with their sales partners to understand how these new packages can be integrated into their overall marketing plans and to stay informed about future package releases.

Key facts about Microsoft's new advertising packages

• Announced on September 3, 2024
• Three new packages introduced: Fall and Holiday Seasonal Moments, Product Launch, and Cross-Screen Gaming
• Seasonal Moments package offers 20% discount with minimum spend commitment
• Product Launch package includes HTML5-enabled ad units for interactive content
• Cross-Screen Gaming package leverages both CTV and mobile gaming platforms
• Packages utilize Microsoft's O&O properties including MSN and Activision Blizzard mobile games
• Designed to reach a wide and growing audience across multiple devices and platforms
• Offers takeover options on MSN homepage and vertical pages for high-impact visibility
• Tailored to different advertising objectives: seasonal promotions, new product launches, and cross-device engagement
• Utilizes Microsoft's data and targeting capabilities for improved campaign performance