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

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.

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

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.

Have your say...

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
Media Week Jobs
Search for more media jobs

Latest

Campaign Big Awards: video

Campaign Big Awards: video

Abbott Mead Vickers BBDO's Ian Pearman and Forsman & Bodenfors' Björn Engström reflect on a successful night at the Campaign Big Awards on Wednesday evening.

Share
GMG chief Andrew Miller calls on 'dominant' BBC to share content with competitors

GMG chief Andrew Miller calls on 'dominant' BBC to share content with competitors

Andrew Miller, the chief executive of Guardian Media Group, has urged the BBC to allow newspapers access to raw news feeds and to tap into its back catalogue.

Share
Media Week Awards 2014 celebrates outstanding talent and creativity

Media Week Awards 2014 celebrates outstanding talent and creativity

The UK's vibrant commercial media sector celebrated the year's best work at the Media Week Awards last night, attended by 1,400 executives from agencies, media owners, advertisers and production companies.

Share

Get news by email