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Creating Meaningful Engagements with Consumers at Scale using MSAN.pptx (Chester Yang)
- 1. Creating Meaningful Engagements with Consumers at Scale using MSAN Chester Yang Diginius Slideshare.Net/ChesterYang6
- 2. ● What is the Microsoft Audience Network (MSAN)? ● Connect to relevant audience with intent ● How is MSAN different from Google Display Network? ● Microsoft Audience Network Strategy ● Q&As Outline
- 3. What is Microsoft Audience Network? Showing the Best Ad for an Individual Person Microsoft AI to place Audience Ads on Microsoft properties and other premium platforms. Cross-channel placement: ● MSN ● Outlook ● Microsoft Edge ● Premium Partner Sites Three ads formats: ● Image-based ads ● Feed-based ads ● Video ads
- 4. Connect to Relevant Audience with Intent 1st Party Data ● Across massive consumer properties in one connected ecosystem Powerful intent signals ● Searches, web activity, browser behavior and profile data Microsoft’s audience intelligence
- 5. Connect to Relevant Audience with Intent Understand the impact of Microsoft’s audience intelligence
- 6. Rapid Growth
- 7. Microsoft Search Market Share Unique Audience
- 8. Drive Meaningful Connections with An Audience
- 10. How is MSAN Different from GDN? Reach your audience at scale without compromise ● Strict publisher standards ● Extensive review process on ad placement ● Full transparency across all domains Good CPC Price ● Roughly 30 - 50% cheaper than Google ● Average £1.12 CPC
- 11. How is MSAN Different from GDN?
- 12. Manage MSA Publishers with Diginius Insight
- 13. Microsoft Audience & Search Network Launch Timing Microsoft Audience Network Strategy
- 14. Reach audiences across their decision journey Microsoft Audience Network Strategy
- 15. Dynamic Remarketing using MSAN Microsoft Audience Network Strategy
- 16. Microsoft Audience Network Strategy
- 17. Microsoft Audience Network Strategy
- 18. Thank You!
Editor's Notes
- While search engine marketing is focused on showing the best ads for a search query, audience marketing is all about showing the best ad for an individual person. With audience marketing, you can reach the right people in the right place at the right moment by showing them your ad wherever they are, on whatever device.
- As cookies are phased out, it is increasingly more difficult for advertisers to track conversions. 1st party data will become even more of a priority for delivering personalized advertising experiences. Microsoft’s audience intelligence uses billions of data points, combining signals including searches, web activity, browser behavior, and profile data to identify consumer intent to increase performance. This means that advertisers are able to utilize the signals across properties such as, Microsoft Edge, MSN, Outlook, and select partners to drive performance based on audience intent.
- Microsoft Audience Intelligence uses 1st party data to help you build a persona of your prospective customer
- Recently, Microsoft announced the acquisition of Xandr from AT&T. By joining forces, Microsoft is combining their audience intelligence and technology with Xandr’s powerful platform to provide additional inventory at a large scale. Advertisers can now access more than 1500 premium publishers to reach your ideal audiences in more places across their online journey
- Microsoft’s audience intelligence (1st party data) would be able to help you build a consumer persona. What they're searching for, what they read on the web, what they purchase, what information they've shared on LinkedIn and other sites, and countless more variables. Then it matches individual consumers with Microsoft Audience Ads that are just right for them, and that appear right where we knew they were going to look People are spending more time online - at all hours of the day. Blending the usage online between work and life. Most 70% of MSN and Edge users have also searched on Bing Nearly half of Outlook users have searched on Bing 73% of users who have opened a new tab on Edge have searched on Bing It helps advertisers reach audiences across Microsoft properties at various stages of their decision journey and drive relevant targeting based on the users behavior on
- LinkedIn profile targeting Industry Company Job Function
- With MSAN, you don’t need to compromise reach for brand safety In modern advertising world, brands need more control over where their ads are placed. Microsoft have strict publisher standards and have extensive review process around policies, protections and blocklists on the ad placement. You can reach massive audience in ISA certified brand-safe properties
- Let’s take a look the comparison between Microsoft and Google. The way that Microsoft manage their network is completely different compared to Google. Microsoft value transparency and brand-safe advertising environments which is why Microsoft gives control for advertisers to optimise on their partner network. On Microsoft you can exclude any publisher URL on domain level for optimisation. Whereas Google operates on take it or leave it basis.
- Microsoft Audience & Search network launch timing are as below.
- Use MSAN feed-based audiences ads to reach your audience across all stages of the buyer journey. MASN can help you close the gap for every touchpoint. From awareness stage to reach your prospects to consideration stage
- For shopping & audience campaigns, Dynamic remarketing targets users based on specific product IDs they’ve interacted with to show ads with the same product IDs