The Power Of Trust: Why Microsoft Advertising Is Ready For Life After Cookies
Microsoft has developed a far-reaching ecosystem throughout the years, currently boasting assets such as Microsoft Bing, MSN, Windows, Microsoft 365, LinkedIn, and Xbox.
In April 2019, the company added a new name to the mix – Microsoft Advertising, which came as a rebrand of Bing Ads.
Speaking to B&T, Microsoft Advertising Vice President APAC Nick Seckold [feature image] said the change was about highlighting how Microsoft can help advertisers across various network solutions for both search and native advertising.
“Because Microsoft Bing has always been closely associated with Search, we needed a new brand that better reflects what we deliver to clients,” he said.
“Microsoft Advertising is more expansive and can represent intelligent solutions that empower marketers to deliver personalized experiences that value people.”
One of the main services provided by Microsoft Advertising is their search engine, Microsoft Bing, which currently helps power the 182.3 million searches from 9 million searchers (comScore qSearch, Sept 2020) in Australia each month as part of the Microsoft Search Network. However, what advertisers may not know is that Microsoft Advertising also empowers advertisers to run targeted ads across Verizon Media properties (AOL, Yahoo), as well as providing search capability across Microsoft services like Windows, Office and Microsoft Edge as well as more than 30 different search partners.
Microsoft Advertising’s Regional Marketing Lead Adam Goodman [pictured below] explained that Microsoft demonstrates the ability to meet customers where they search across multiple products and services, and across multiple search partners, rather than only on Microsoft Bing.
“Brands see enormous value in reaching customers across the Microsoft Search Network, whether consumers are searching on Microsoft Bing, Yahoo, DuckDuckGo or the ever-growing sustainability search engine Ecosia,” he said.
“Australians are not limited to a single search engine; they have choice and it’s important that our advertisers reach those consumers where they are searching. For us it’s not about search being a destination site but it’s about empowering consumers the ability to search across all of the Microsoft properties and our search partners too, and the opportunity for advertisers to reach them.”
Launching native advertising in Australia and New Zealand
Earlier this year, Microsoft Advertising launched The Microsoft Audience Network as a new network which helps advertisers deliver native advertising across Microsoft properties leveraging a wealth of demographic, professional and interest profiles.
“The Microsoft Audience Network is a new AI-powered audience marketing solution that helps you connect to the right people using native content placements in brand-safe environments. We empower advertisers to reach a highly relevant audience using the Microsoft audience intelligence graph which contains rich consumer understanding through our assets, including Microsoft Bing, MSN, Outlook, LinkedIn, Edge and others,” continued Seckold.
With access to a vast amount of consumer data through various Microsoft networks, the Microsoft Audience Network connects user intent data with user profile data to help advertisers get a 360-degree view of a customer.
“The on-going signals we receive and new data sources, along with the machine learning algorithms, allow us to maintain a deep understanding of the user based on both explicit intent and implicit signals that is updated continually,” said Seckold.
“Our advertising offerings, including audience marketing solutions, are anchored in the understanding provided by the Microsoft audience intelligence graph, delivering terrific performance for our clients.”
Balancing trust and privacy
And while Microsoft Advertising is all about helping its customers achieve results using data from across the ecosystem, privacy is still a guiding principle for the company.
At its core, Microsoft Advertising’s approach to privacy is all about earning trust through long-term engagement and strong marketing performance whilst also leveraging the industry leading technology, solutions, and services across the wider Microsoft brand.
“As the use of data increases in our day-to-day lives, Microsoft will continue to focus on earning the trust of its customers every day,” said Seckold.
“We believe putting people first is the key to greater engagement and a better customer experience and when you put people first, you can build a strong, trusted relationship. We deliver value to marketers and more meaningful connections for people. Our commitment to protecting peoples’ privacy and starting from a foundation of trust helps people and brands connect more meaningfully.”
With the deprecation of third-party cookies in the coming years, advertisers across the globe are on the lookout for the next ‘cookie-less’ solution, which enables privacy-compliant tracking.
“Microsoft Advertising is well-positioned to help advertisers reach their target audiences at-scale, due to our vast first-party data and industry-leading AI that uses different signals to reach the right audience with the right message,” said Seckold.
Microsoft Audience Ads run on massive reach properties owned by Microsoft such as MSN and Outlook whilst leveraging powerful first-party data graph, enhanced with LinkedIn’s 722 Million+ global user profiles.
“We have created a unique, brand safe marketplace for advertisers to reach the millions of people who use Microsoft products every single day. Launching our native advertising solution as well as leveraging the unique Microsoft audience intelligence graph, helps brands drive great performance across their search and native advertising strategies here in the Australian market.”
“We are actively developing solutions to help advertisers in the transition of moving ‘cookie-less’ working with our partners, agencies, and clients. Today, we have strong alternatives to help advertisers reach their target audience at scale, such as the Microsoft Audience Network, as few companies in the industry have the first party data footprint and cutting-edge AI matching technology that Microsoft has.” said Seckold.
Rewarding Australians for searching with Microsoft Bing
Give with Bing is now live in Australia! Give with Bing lets Microsoft Rewards users earn and donate points to causes they care about every time they search.
By joining Microsoft Rewards and switching on Give Mode, points you earn searching the web with Microsoft Bing will automatically be donated to a cause that is important to you. And because we believe giving is most rewarding when it’s personal, we have over one million non-profit organisations for you to choose from, including the Australian Red Cross, UNICEF Australia, Doctors without Borders and many more. Microsoft will also be matching all donations through to the end of December to double the impact.
Charities will receive real donations, and users are able to track their lifetime giving and see the global impact Give with Bing is making through their dashboard. As we grow this program internationally and continue to expand our range of causes, we hope to build on the massive success we’ve already seen in the US and make a real difference to the causes our users in Australia care most about.
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.