introducing microsoft adcenter - the next generation advertising platform
DESCRIPTION
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 adLabsTRANSCRIPT
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Introducing adCenterIntroducing adCenterThe Next Generation The Next Generation Advertising PlatformAdvertising Platform
Jed NahumJed NahumDirector, adCenter Product Director, adCenter Product ManagementManagementMicrosoft CorporationMicrosoft Corporation
NGW004NGW004
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What Is MSN adCenter?What Is MSN adCenter?
Vision: The “one stop shop” for Vision: The “one stop shop” for creating and delivering creating and delivering online advertisingonline advertising
Search Marketing – just the 1Search Marketing – just the 1stst step step
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Our Advertising VisionOur Advertising VisionBeyond MSN SearchBeyond MSN Search
Unprecedented global audienceUnprecedented global audienceBest audience intelligenceBest audience intelligenceTools to target consumersTools to target consumers
Microsoft.coMicrosoft.comm
33rdrd Party Party SitesSites
The WebThe Web Your PCYour PC
Your DevicesYour Devices Your TVYour TV
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LEARN LEARN About Your About Your CustomersCustomers
CONNECT CONNECT Via Rich Via Rich
TargetingTargetingREFINE REFINE
Your Your CampaignCampaign
Audience Intelligence Drives ROIAudience Intelligence Drives ROI
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Learn About Your CustomersLearn About Your Customers
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Audience IntelligenceAudience Intelligence“Bleach” Case Study“Bleach” Case Study
homemakerhomemaker
womenwomen
28 – 45 yrs28 – 45 yrs
TargetCustomer
“Bleach” Searchers
Singapore 11%
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You think
you’re getting
But actually you’re getting
Audience IntelligenceAudience Intelligence“Bleach”“Bleach”
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Acting On Audience Intelligence InsightActing On Audience Intelligence Insight
Across all the enginesAcross all the engines
Exclude: “anime”, “manga”Exclude: “anime”, “manga”
Exclude SingaporeExclude Singapore
Use your creative to targetUse your creative to targetwww.bleach.comwww.bleach.com www.cloroxbleach.comwww.cloroxbleach.com
““Everything about bleach…” Everything about bleach…” “Everything on bleach detergent…”“Everything on bleach detergent…”
Bidding strategy: lower your “bleach” bid, Bidding strategy: lower your “bleach” bid, raise your bid for keywords that match raise your bid for keywords that match your demoyour demo
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Acting On Audience Acting On Audience Intelligence InsightIntelligence Insight
On adCenter – boost your bids for power segmentsOn adCenter – boost your bids for power segments
Base Bid: $0.30Base Bid: $0.30
Women < 26:Women < 26:increaseincrease 50% 50%
Women > 26:Women > 26:increase 60%increase 60%
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DemographicDemographic
Day of Week Day of Week and and
Time of DayTime of Day
GeographicGeographic
Connect Through TargetingConnect Through Targeting(Bid Boosts)(Bid Boosts)
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Refine Your CampaignRefine Your Campaign
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adCenter APIadCenter API
With MSN adCenter API you canWith MSN adCenter API you canProgrammatically manage Programmatically manage large campaignslarge campaigns
Bulk-uploading keywords and adsBulk-uploading keywords and ads
Obtain detailed reports on Obtain detailed reports on campaign performancecampaign performance
Perform regional and Perform regional and demographic targetingdemographic targeting
Obtain keyword position estimatesObtain keyword position estimates
Implement custom user interfaceImplement custom user interface
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Microsoft adCenter Incubation Microsoft adCenter Incubation Lab “adLab”Lab “adLab”Microsoft adCenter and Microsoft Research Microsoft adCenter and Microsoft Research Asia partnering to advance digital Asia partnering to advance digital advertising to new heightsadvertising to new heights
David Jakubowski David Jakubowski General Manager, General Manager, Search Strategy & adCenter Go-To-Market Search Strategy & adCenter Go-To-Market Microsoft CorporationMicrosoft Corporation
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What Is The Adlab? What Is The Adlab?
Vision: Research and incubate new Vision: Research and incubate new digital advertising digital advertising technologies throughtechnologies through
Innovation Innovation
Rapid prototypingRapid prototyping
Large-scale system integrationLarge-scale system integration
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DemosDemos
http://adlabhttp://adlabhttp://adlabhttp://adlab
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Search Volume Search Volume Seasonality ForecastingSeasonality Forecasting
Forecast seasonality patterns of Forecast seasonality patterns of search queriessearch queries
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Analyze and visualize user Analyze and visualize user search sequences in the form search sequences in the form of funnels of funnels
Search Funnel Search Funnel
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Video HyperlinkVideo Hyperlink
Track the movement of product placement Track the movement of product placement ads embedded in a video stream with the ads embedded in a video stream with the least amount of advertiser involvements. least amount of advertiser involvements. The advertisement product being tracked The advertisement product being tracked can be clicked to provide can be clicked to provide more informationmore information
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Keep In TouchKeep In Touch
adCenter BlogadCenter Bloghttp://blogs.msdn.com/adcenterhttp://blogs.msdn.com/adcenter
Register for the U.S. PilotRegister for the U.S. Pilothttp://advertising.msn.com/http://advertising.msn.com/msn-adcenter/signupmsn-adcenter/signup
Source (Promo) Code “Redmond” Source (Promo) Code “Redmond”
Interested in the adCenter API?Interested in the adCenter API?Contact: [email protected]: [email protected]
Access to sandbox is in progressAccess 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.
