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Tag: Microsoft Advertising

  • IAS collaborates with Microsoft Advertising to provide third-party measurement for advertisers

    IAS collaborates with Microsoft Advertising to provide third-party measurement for advertisers

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced it is expanding its collaboration with Microsoft Advertising to provide post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions, including the Microsoft Advertising Platform and Microsoft Invest, which means for the first time, advertisers can benefit from verification reporting on Microsoft’s proprietary audience data, including in-market audiences.

    This expanded collaboration will provide advertisers with deeper insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal, allowing customers to verify media quality via IAS’s metrics using its unified view of their global campaigns.

    “With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers,” said IAS CEO Lisa Utzschneider. “Using IAS’s differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximize campaign performance.”

    Advertisers can now leverage IAS’s powerful measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem, which includes all Microsoft owned and operated inventory and direct partnerships.

    Via the Microsoft Advertising Platform, an easy-to-use online advertising platform, businesses of all sizes can tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as trusted third-party publishers like The New York Times, Wall Street Journal, Buzzfeed, and more. Audience ads make it easy to reach your ideal audience in beautiful placements across the web using Microsoft AI.

    Via Microsoft Invest, an enterprise-level, omnichannel DSP, advertisers can access expansive and exclusive CTV publisher supply to reach audiences and drive business results on all screens programmatically. With an integrated platform advantage and a focus on data-driven performance, Microsoft Invest offers flexible ways to transact through outcome-based buying, programmatic guaranteed, and market-leading deal curation capabilities.

    Additionally, with Microsoft’s proprietary audiences now available in Microsoft Invest, advertisers can reach over 1 billion users programmatically, including millions they may not be reaching anywhere else, tapping into the power of search intent signals and rich user profiles from unique data sources to improve the performance of their campaigns.

    “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand,” said Microsoft Advertising corporate vice president Kya Sainsbury-Carter.

    In 2020, IAS was selected to be the first platform-wide partner to provide brand safety across the Microsoft Advertising Network, exclusively providing pre-bid brand safety for native ads across desktop and mobile web.

  • Netflix’s Ad supported plan surges 15 million monthly active users

    Netflix’s Ad supported plan surges 15 million monthly active users

    Mumbai: Netflix’s monthly active users for the ad-supported plan stands at 15 million, Netflix’s advertising president Amy Reinhard has said in a blog, “As we continue to build and adapt our service, we’re excited about the progress we’ve made and that we now reach 15 million global monthly active users.”

    About upcoming offerings, Reinhard wrote in the blog, “Starting in Q1 2024, our advertisers globally will be able to utilize our new binge ad (wt) format that taps into the viewing behavior of watching multiple episodes in a row. After watching three consecutive episodes, members will be presented with a fourth episode ad-free. In early 2024, we will also launch the ability to showcase QR codes in advertising creative running on Netflix in the US.”

    Launched in partnership with Microsoft Advertising, Netflix has launched third-party verification with partners like Integral Ad Science and DoubleVerify globally.

  • InMobi and Microsoft collaborate on a festive trends guide for marketers

    InMobi and Microsoft collaborate on a festive trends guide for marketers

    Mumbai: In line with the ongoing festive season, InMobi, a leading provider of marketing and monetisation technologies in collaboration with Microsoft Advertising (https://www.MicrosoftAdvertising.com) has unveiled key insights from its annual guide to seasonal digital marketing. The study, India’s 2023 Festive Trends Decoded revealed how brands can leverage the power of search and omnichannel solutions to create a unique marketing strategy and maximise their impact by better connecting with their audiences. The report also highlights the consumer’s interests across various categories.

    In 2022, a significant trend emerged in festive shopping: a dramatic surge in keyword searches for sale, discounts, offers, cheap, deals, and near me. Across categories like consumer electronics, groceries, food, personal care, gifting, and automobiles, these searches experienced an average Month-over-Month (MoM) increase of 19 per cent.

    “Brands play a significant role in amplifying the emotions of festivities among people, and it is vital for a brand to have a presence while catering to the needs of their consumers. By leveraging smart solutions and implementing an effective marketing strategy, they will not only enable themselves to reach their target audience effectively but also stay ahead of their competitors,” said Rohit Dosi, Vice President and general manager – Microsoft Advertising at InMobi. “The months leading up to the festivities around Dussehra, Diwali, and Christmas are important seasons for brands to leverage smart solutions, as consumer interest is piqued at this time,” added Rohit.

    The study highlights that brands can prepare for pre-festive excitement and beyond by tapping into category-specific user insights to craft tailored experiences like special offers and engaging content. In line with InMobi’s 2023 report, The Marketers Guide to India’s Festive Season, 54 per cent of consumers are expected to engage in hybrid shopping. To maximize their presence throughout the customer journey, brands should connect with high-intent audiences early on through a multi-channel, full-funnel approach, rather than solely focusing on the final purchase stage. Additionally, fostering trust is crucial during festive periods when consumers explore numerous brands. By offering accurate and relevant information during product searches and discovery, brands can establish credibility and reliability, ultimately standing out in the competitive festive market.

    “Our insights report comes at the opportune time owing to its valuable insights into evolving consumer trends. The shopping landscape has seen a great evolution with omnichannel marketing taking centre stage,” said, Microsoft Advertising, regional vice president APAC Nick Seckold. “The omnichannel experience will enable the brands to maximize their presence throughout the entire customer journey and provide a seamless overall customer experience. Additionally, by using Microsoft Advertising’s In-Market Audiences and omnichannel solutions, brands can effectively leverage these intent signals to connect with their target audience across diverse platforms and devices,” he added.

    InMobi and Microsoft Advertising have been in a strategic relationship since July 2018 to help enterprises accelerate their digital transformation by providing them with insights, audience, and engagement platforms for a connected world. The relationship was expanded in 2019 as InMobi added Microsoft Advertising products and solutions to its offerings in India. Today the partnership covers over 75 regions across India, Southeast Asia and META.

    Additional findings from the study include

    Apparel and Jewellery: In October 2022, searches for apparel, accessories, and jewellery increased by eight per cent MoM, while clicks grew by three per cent. During Dussehra the previous year, searches surged by +16 per cent WoW, but clicks decreased by eight per cent WoW. Conversely, during Diwali week, there was a six per cent WoW increase in searches and a 20 per cent WoW rise in clicks.

    Beauty and Personal Care: Beauty and Personal Care items in India experienced a 21 per cent rise in searches and a 13 per cent increase in clicks, aligning with the shopping and festive periods.

    Consumer electronics: Witnessed a 30 per cent increase in searches and a 13 per cent rise in clicks, driven by festive season deals, reflecting heightened consumer interest in October 2022.

    Groceries and Household Supplies: The festive season led to a 20 per cent rise in searches for groceries and household supplies, driven by the need to prepare meals and treats.

    Food and Beverages: The food category saw an eight per cent rise in searches and a four per cent increase in clicks, highlighting the enduring appeal of festive culinary experiences in October.

    Home Furnishings: During the festive season, consumers sought novelty by revamping home décor and furnishings, resulting in a 19 per cent rise in searches and a 37 per cent increase in clicks month-on-month.

    Home Appliances: High demand for home appliances and sales contributed to significant online interest, with the category experiencing a remarkable 29 per cent surge in searches and an impressive 59 per cent increase in clicks in October 2022.

    Gifting: During the festive season, there was a 35 per cent increase in searches and a 42 per cent rise in clicks for gifting and flowers in October 2022, a trend that continued until December.

    Cars and Automobiles: Interest in new cars and motorbikes peaked in October with a 12 per cent increase in searches, driven by festive and year-end sales, and this trend continued until December 2022.

    To learn about other unique festive consumer trends and uncover the strategies for your brand, download your copy of 2023 Festive Trends Decoded by InMobi and Microsoft Advertising.

  • InMobi expands partnership with Microsoft Advertising into Southeast Asia, Middle East, and Africa

    InMobi expands partnership with Microsoft Advertising into Southeast Asia, Middle East, and Africa

    MUMBAI: The leading provider of content, marketing, and monetization technologies InMobi on Tuesday announced an expansion of its partnership with Microsoft Advertising to support enterprise and strategic advertisers in southeast Asia, middle east, and Africa. They will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and the mobile ad tech capability of InMobi’s advertising platforms.

    InMobi and Microsoft have been in a strategic partnership since July 2018 to help enterprises accelerate their digital transformation by providing them with insights, audience, and engagement platforms for a connected world. The partnership was expanded in 2019 as InMobi added the Microsoft Advertising products and solutions to its offerings in India.

    Speaking of this association, Microsoft Advertising APAC vice president Nick Seckold said, “Over the last two and a half years InMobi has done a wonderful job establishing Microsoft Advertising’s Indian footprint while doubling revenue over the same period. InMobi’s extensive knowledge and expertise of the digital advertising ecosystem in India combined with their trusted client relationships has delivered significant growth despite the effects of the pandemic. InMobi’s successful track record in India has led Microsoft Advertising to extend their coverage across southeast Asia where they will be tasked with building close relationships with advertisers and agencies to grow the business in the region.”

    Microsoft Advertising’s EMEA and LATAM vice president Mark Richardson said, “Microsoft Advertising are thrilled that InMobi will further expand their representation of our full suite of advertising offerings to strategic and enterprise clients in the Middle East, Turkey and Africa as part of our continuation to expand our sales and marketing efforts into this region. Microsoft Advertising offers advertising solutions that reach people across Microsoft properties including Bing, Microsoft News, Edge, and Outlook as well as on partner sites like AOL and Yahoo.”

    As part of the expansion, the Microsoft Advertising business at InMobi general manager Rohit Dosi will take up additional responsibilities for growing the Microsoft Advertising business across southeast Asia, middle east, and African markets and leading the global relationship with Microsoft.

    “The extended partnership between Microsoft Advertising and InMobi will enable marketers to deliver a unified brand experience to customers by bringing together the best of search and native display platforms across both organisations,” he said.

    “We are positioned uniquely to bring Microsoft Advertising to marketers in southeast Asia, middle east, and Africa through our deep appreciation of marketers’ needs, a keen understanding of the markets, and a customer-obsessed team,” Dosi added.

    Talking about the benefits of this partnership, Angara vice president of marketing Ankit Maheswari said “The InMobi team is pivotal to the success that Angara witnesses with Microsoft Advertising. Their proactive approach has time and again enhanced campaign efficiency, driven innovation, and delivered healthy returns for the brand. We are looking forward to replicating this success across multiple geographies and markets and going from strength to strength with InMobi as a partner.”

    On the promise of the expansion, Commerce Pundit digital marketing head Anand Mistry shared, “In the last two years, the partnership with the InMobi team has consistently enabled us to grow business and maximise ROI for our clients on the Microsoft Advertising platform. The strategic inputs and executional excellence from InMobi have not only added value to our client’s business but also deepened Commerce Pundit’s relationship with them. The comprehensive insights shared by the InMobi team on search, shopping and native display have been pivotal in exploring and scaling our business across new locations globally. We are excited to see the partnership reach new heights in the future!”