Microsoft On Connecting With Audiences Across Work And Life
The advertising industry is evolving fast. Across industries and around the world, we’re seeing marketers leverage Microsoft Advertising to recover and accelerate their businesses as they adapt to a rapidly-changing environment.
Digital acceleration, new consumer behaviours and values, and expectations for privacy are requiring brands to adapt how they reach and best serve people’s needs. As a result, there has never been a more crucial time for marketers to forge deeper relationships with people.
One of the most unique ways that Microsoft Advertising can help marketers is by connecting them with audiences at the intersection of work and life. The lines have blurred between people’s professional and personal lives. As people adapted to working, shopping, and living from home, we’ve seen digital engagement evolve and accelerate across devices. For example, prior to the pandemic, e-commerce was heaviest in the evening and morning hours, before and after commuting times. Since the pandemic we’ve seen shopping behaviours expand across a 12-hour period throughout the day. Consumers are ready to act at any time. And the behaviour is not reverting, as these trends appear here to stay.
Microsoft Advertising helps marketers reach people as they navigate between personal and professional task completion throughout their day. From Microsoft Bing to Edge to Microsoft News (MSN) to Outlook.com, marketers can be there in the moments that matter. At the heart of it all is Windows, and the 1.3 billion Windows devices that people rely on monthly to get their most important tasks done across work and life.1 Windows usage has surged to more than 4 trillion minutes a month.1 Windows users make up the majority of people that marketers can reach across the Microsoft Search Network and Microsoft Audience Network, and Microsoft Advertising is the most efficient place for marketers to reach them due to our audience makeup and the exclusive placements we offer.
The Windows audience on Microsoft Advertising:
- Purchasing power — Windows audiences on the Microsoft Advertising Network have a higher buying power index compared to the total internet population. The Microsoft Audience Network generates 9 million unique monthly searches2 across devices via high-quality, brand-safe native ad placements, including Microsoft Edge, Outlook.com, MSN, and select partners.
- Propensity to purchase — Windows users spend 120% more online than the average internet user (BPI 220)3 and have a greater propensity to purchase online.4 Extending that example, Windows users are also more likely to engage with advertising to discover new products.5
In addition to a highly relevant audience for marketers, Microsoft Advertising provides access through unique and exclusive placements, including the Windows search task bar and Microsoft Edge default tabs. These placements not only foster high-quality engagement along the consumer decision journey, but also position marketers to connect with people in a meaningful context — before they might even go to any specific website. As we look forward, we’re making investments to continue to bring marketers new innovations and opportunities.
Microsoft Bing in the Windows search taskbar
Microsoft Audience Network on Edge new tab page
If audience quality matters, then context also matters. In an area that’s being defined, and redefined, by privacy expectations, Microsoft Advertising provides marketers access to rich audience intelligence through Microsoft consumer datasets — which consist of billions of signals, including LinkedIn data — so they can deliver more personalised experiences using privacy-centric tools in brand-safe environments. In addition, marketers can enrich their own first-party data with Microsoft audience intelligence to uncover new opportunities using Dynamics 365 Customer Insights and target audiences directly on the Microsoft Advertising Network using Customer Match, activate across a myriad of marketing channels, or scale through the Microsoft Advertising platform targeting capabilities.
We’re entering an era where relationships and partnerships are both becoming increasingly critical and yet must be sealed by trust and authenticity. Our approach to partnership is about providing access to audiences that can help grow our clients’ business, and multi-channel solutions and insights that empower marketers to leverage their most valuable assets to improve their bottom line — not ours.
Keep in touch
To receive blog updates automatically, subscribe to the Microsoft Advertising Insider newsletter. Make sure to follow us on Instagram, LinkedIn and Twitter to keep up with the latest Microsoft Advertising news, insights and more. For information on our upcoming virtual events, visit the Microsoft Advertising events page.
By John Cosley, SENIOR DIRECTOR, MICROSOFT ADVERTISING PRODUCT MARKETING
References:
1 – Microsoft Internal Data
2 – comScore qSearch, Explicit Core Search (custom), AU, March 2021. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in AU. Data represents desktop traffic only.
3 – ComScore March 2021
4 – Global World Index (GWI) Q4 2020;
5 – Microsoft Internal data
Please login with linkedin to comment
microsoft advertising microsoft audience network microsoft bing purchasing power searchLatest News
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]
In A Fragmented World, Engagement Is King
Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Today is a big day in radio. After years of dominating the Sydney ratings, the Kyle & Jackie O show is launching in Melbourne. Whilst some have sworn that Melbournians won’t like the controversial show, Kyle Sandilands is confident of its universal appeal. “The only difference if you’re a regular listener in the Sydney market […]
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.