Introducing adCenter The Next Generation Advertising Platform Jed Nahum Director, adCenter Product Management Microsoft Corporation NGW004

What Is MSN adCenter? Vision: The “one stop shop” for creating and delivering online advertising Search Marketing – just the 1 st step

Vision: The “one stop shop” for creating and delivering online advertising

Search Marketing – just the 1 st step

Our Advertising Vision Beyond MSN Search Unprecedented global audience Best audience intelligence Tools to target consumers Microsoft.com 3 rd Party Sites The Web Your PC Your Devices Your TV

Unprecedented global audience

Best audience intelligence

Tools to target consumers

Audience Intelligence Drives ROI LEARN About Your Customers CONNECT Via Rich Targeting REFINE Your Campaign

Learn About Your Customers

Audience Intelligence “Bleach” Case Study homemaker women 28 – 45 yrs Target Customer “ Bleach” Searchers Singapore 11%

homemaker

women

28 – 45 yrs

Audience Intelligence “Bleach” You think you’re getting But actually you’re getting

Acting On Audience Intelligence Insight Across all the engines Exclude: “anime”, “manga” Exclude Singapore Use your creative to target www.bleach.com  www.cloroxbleach.com “ Everything about bleach…”  “Everything on bleach detergent…” Bidding strategy: lower your “bleach” bid, raise your bid for keywords that match your demo

Across all the engines

Exclude: “anime”, “manga”

Exclude Singapore

Use your creative to target

www.bleach.com  www.cloroxbleach.com

“ Everything about bleach…”  “Everything on bleach detergent…”

Bidding strategy: lower your “bleach” bid, raise your bid for keywords that match your demo

Acting On Audience Intelligence Insight On adCenter – boost your bids for power segments Base Bid: $0.30 Women < 26: increase 50% Women > 26: increase 60%

On adCenter – boost your bids for power segments

Connect Through Targeting (Bid Boosts) Demographic Day of Week and Time of Day Geographic

Refine Your Campaign

adCenter API With MSN adCenter API you can Programmatically manage large campaigns Bulk-uploading keywords and ads Obtain detailed reports on campaign performance Perform regional and demographic targeting Obtain keyword position estimates Implement custom user interface

With MSN adCenter API you can

Programmatically manage large campaigns

Bulk-uploading keywords and ads

Obtain detailed reports on campaign performance

Perform regional and demographic targeting

Obtain keyword position estimates

Implement custom user interface

Microsoft adCenter Incubation Lab “adLab” Microsoft adCenter and Microsoft Research Asia partnering to advance digital advertising to new heights David Jakubowski General Manager, Search Strategy & adCenter Go-To-Market Microsoft Corporation

What Is The Adlab? Vision: Research and incubate new digital advertising technologies through Innovation Rapid prototyping Large-scale system integration

Vision: Research and incubate new digital advertising technologies through

Innovation

Rapid prototyping

Large-scale system integration

Demos http://adlab

Search Volume Seasonality Forecasting Forecast seasonality patterns of search queries

Analyze and visualize user search sequences in the form of funnels Search Funnel

Video Hyperlink Track the movement of product placement ads embedded in a video stream with the least amount of advertiser involvements. The advertisement product being tracked can be clicked to provide more information

Keep In Touch adCenter Blog http://blogs.msdn.com/adcenter Register for the U.S. Pilot http://advertising.msn.com/ msn-adcenter/signup Source (Promo) Code “Redmond” Interested in the adCenter API? Contact: [email_address] Access to sandbox is in progress

adCenter Blog

http://blogs.msdn.com/adcenter

Register for the U.S. Pilot

http://advertising.msn.com/ msn-adcenter/signup

Source (Promo) Code “Redmond”

Interested in the adCenter API?

Contact: [email_address]

Access to sandbox is in progress

© 2006 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.