Introducing Microsoft adCenter - the Next Generation Advertising Platform


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adCenter is the next generation of online advertising that will allow you to conveniently plan, execute, and adjust your online advertising programs. Get the insider view of our current search advertising pilot in the U.S., and a preview of the innovations we're testing at the Microsoft adLabs

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Introducing Microsoft adCenter - the Next Generation Advertising Platform

  1. 1. Introducing adCenter The Next Generation Advertising Platform Jed Nahum Director, adCenter Product Management Microsoft Corporation NGW004
  2. 2. What Is MSN adCenter? <ul><li>Vision: The “one stop shop” for creating and delivering online advertising </li></ul><ul><li>Search Marketing – just the 1 st step </li></ul>
  3. 3. Our Advertising Vision Beyond MSN Search <ul><li>Unprecedented global audience </li></ul><ul><li>Best audience intelligence </li></ul><ul><li>Tools to target consumers </li></ul> 3 rd Party Sites The Web Your PC Your Devices Your TV
  4. 4. Audience Intelligence Drives ROI LEARN About Your Customers CONNECT Via Rich Targeting REFINE Your Campaign
  5. 5. Learn About Your Customers
  6. 6. Audience Intelligence “Bleach” Case Study <ul><li>homemaker </li></ul><ul><li>women </li></ul><ul><li>28 – 45 yrs </li></ul>Target Customer “ Bleach” Searchers Singapore 11%
  7. 7. Audience Intelligence “Bleach” You think you’re getting But actually you’re getting
  8. 8. Acting On Audience Intelligence Insight <ul><li>Across all the engines </li></ul><ul><li>Exclude: “anime”, “manga” </li></ul><ul><li>Exclude Singapore </li></ul><ul><li>Use your creative to target </li></ul><ul><ul><li>  </li></ul></ul><ul><ul><li>“ Everything about bleach…”  “Everything on bleach detergent…” </li></ul></ul><ul><li>Bidding strategy: lower your “bleach” bid, raise your bid for keywords that match your demo </li></ul>
  9. 9. Acting On Audience Intelligence Insight <ul><li>On adCenter – boost your bids for power segments </li></ul>Base Bid: $0.30 Women < 26: increase 50% Women > 26: increase 60%
  10. 10. Connect Through Targeting (Bid Boosts) Demographic Day of Week and Time of Day Geographic
  11. 11. Refine Your Campaign
  12. 12. adCenter API <ul><li>With MSN adCenter API you can </li></ul><ul><ul><li>Programmatically manage large campaigns </li></ul></ul><ul><ul><li>Bulk-uploading keywords and ads </li></ul></ul><ul><ul><li>Obtain detailed reports on campaign performance </li></ul></ul><ul><ul><li>Perform regional and demographic targeting </li></ul></ul><ul><ul><li>Obtain keyword position estimates </li></ul></ul><ul><ul><li>Implement custom user interface </li></ul></ul>
  13. 13. 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
  14. 14. What Is The Adlab? <ul><li>Vision: Research and incubate new digital advertising technologies through </li></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Rapid prototyping </li></ul></ul><ul><ul><li>Large-scale system integration </li></ul></ul>
  15. 15. Demos http://adlab
  16. 16. Search Volume Seasonality Forecasting Forecast seasonality patterns of search queries
  17. 17. Analyze and visualize user search sequences in the form of funnels Search Funnel
  18. 18. 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
  19. 19. Keep In Touch <ul><li>adCenter Blog </li></ul><ul><ul><li> </li></ul></ul><ul><li>Register for the U.S. Pilot </li></ul><ul><ul><li> msn-adcenter/signup </li></ul></ul><ul><ul><li>Source (Promo) Code “Redmond” </li></ul></ul><ul><li>Interested in the adCenter API? </li></ul><ul><ul><li>Contact: [email_address] </li></ul></ul><ul><ul><li>Access to sandbox is in progress </li></ul></ul>
  20. 20. © 2006 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.