In a strategic move to tap into the burgeoning digital video space, Microsoft Advertising unveils its Video and CTV (Connected TV) ad capabilities. This initiative is set to capitalize on the anticipated surge in digital video consumption, which is expected to reach an average of 3.5 hours daily by 2024.
As the digital era advances, people’s video consumption habits are also rapidly evolving. By 2024, individuals are expected to spend about 3.5 hours daily on digital video content, encompassing everything from popular series to viral videos viewed on-the-go.
Interestingly, the phenomenon of using two screens simultaneously has also been observed, with 90% of Gen Z in the US browsing the internet while watching TV. Concurrently, 80% of consumers are seen engaging with online news as they watch TV.
Recognizing this trend, Microsoft Advertising has introduced Video and CTV ads, designed to capture audiences across various platforms such as Max, Hulu, Bloomberg, MSN, Huffington Post, Wall Street Journal, and many others.
One of the standout features of this addition is its ability to harness the power of billions of exclusive first-party data points from Microsoft.
This immense database enables advertisers to gain insights into online search behaviors, presenting an unparalleled opportunity to reach high-value audiences with apt messaging.
Microsoft’s audience intelligence isn’t merely restricted to search intent. It encompasses a plethora of permissioned first-party data from diverse sources including Bing searches, Microsoft Edge browsing, Microsoft Start content interests, and demographics.
By deploying advanced machine learning algorithms, Microsoft can cultivate audiences based on various factors such as brand affinities, buying behaviors, content preferences, and geographical data, ensuring ads are more targeted and impactful.
For advertisers, the introduction of Video and CTV ads via Microsoft Advertising is a game-changer. Not only is the integration seamless for those already using Microsoft Advertising platforms like Search and Audience ads, but newcomers can also swiftly initiate their Video and CTV campaigns on the same day. The process is straightforward, without any onboarding hassles or extra costs. Advertisers can effortlessly upload their video assets, decide the target audience, and set frequency caps with just a few clicks.
