Microsoft aims to redefine the 'next wave' of digital advertising

Microsoft: offering new ad formats for its Windows 8 platform
Microsoft: offering new ad formats for its Windows 8 platform

Microsoft is looking to "reinvent the next wave of digital advertising", with its new ad formats for its Windows 8 platform, according to one of its senior product marketing executives.

Jennifer Creegan, general manager product marketing at Microsoft Advertising was speaking to Media Week at the Microsoft Imagine held in London's Tech City.

Creegan said that the new in-app ad products for its Windows 8 operating system would change the way marketers allocate budget.

She said: "Marketers will have the opportunity to look at where consumers are spending their time in the Windows 8 ecosystem and what part of their budget should be going towards it, rather than what part of its traditional or digital budget should be allocated.

"This will be an evolution over time, but I do think our offering is a unique digital amalgamation that can bring this all together."

Microsoft has enabled rich-media ad campaigns, which can include video and games, in apps on its new operating system, spanning mobile, tablet and PC.

The first tranche of advertisers rolled out their campaigns across Windows 8 last week, with  Sky, Lloyds TSB and Vodafone among the first in the UK.

Microsoft faces tough competition in the online advertising market from Google, Facebook and Apple.

Creegan claimed that what gave Windows 8 an edge was "the potential of scale and its unique design element."

She said: "I don't think anyone else has the cross-screen value product that we have between Xbox, mobile and Windows tablet/PC ecosystem."

Microsoft hosted its annual event at Modern Jago in Shoreditch, which it is leasing until the new year, and is hosting a number of events for creatives and developers.

Speakers at the afternoon event included Andy Hart, general manager for Microsoft Advertising and Online UK; Dave Coplin, chief envisioning officer at Microsoft, and Gareth Dunsmore, marketing communications general manager at Nissan Europe.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Marketing Manager Up to £30,000 per annum Alexandra Palace Trading, London (Central), London (Greater)
  • Digital Operations Executive £25,000 to £28,000 Tottenham Hotspur Football Club, London (Greater)
  • Head of Marketing Up to £55,000 + Car Allowance + Bonus + Private Health Care sk:n Clinics, Edgbaston, Birmingham, West Midlands

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1