Microsoft's new Behavioral Targeting Product: "Intent BT" and social media and user profile auctions
By: Jeff Chester | Mar 30 2012
excerpt from Microsoft Advertising and Solution Overview (our emphasis).
MICROSOFT MEDIA NETWORK
Behavioral Targeting: BT segments are created using information such as keywords searched and web pages viewed on our network of sites. For instance, a user searching for “hotels” who also clicked on “Flights” in Bing Travel would be identified as a “Travel Researcher.”
BT gets results. Conversion rates for BT advertising are more than twice the rate for RON advertising and deliver more relevant ads.
We now have two Behavioral Targeting products to offer our advertisers. In addition to our Standard BT, Intent BT has just been introduced in the US (coming soon to other markets).
Standard BT reaches a qualified audience that has expressed interest or shown in-market behaviors from one of our tried and true segments. Standard BT delivers guaranteed impressions on premium Microsoft Media Network sites.
Intent BT reaches people at a specific point in the purchase funnel and takes advantage of the scale of the Microsoft Media Network to deliver broad reach. Use Intent BT when guaranteed impressions are not required.
Profile Targeting enables advertisers to target ad campaigns to user demographics, geography and access methods, such as Internet connection speed. Advertisers can further refine their campaign by specifying the day of week and time of day they’d like their ads to run.
Category Targeting positions your message alongside the most appropriate content categories, including travel, sporting or financial content.
Re-Messaging drives higher ROI by giving advertisers a second chance to communicate with their customers on the Microsoft Media Network. Send your message to customers who have visited your site, clicked on your creative or received your emails.
Custom Targeting delivers powerful customization abilities that are specific to your business. With Online Effect, qualified CPG advertisers can measure how online campaigns impact offline sales. And with Custom Database Targeting, you can reach your customers on Microsoft sites and on the Microsoft Media Network....
MICROSOFT ADVERTISING EXCHANGE
The Microsoft Advertising Exchange enables you to target your story effectively, and help ensure the messages and audiences match. Our fully automated real-time bidding (RTB) marketplace means you can have real-time conversations with your audiences.
Real-time purchase of each impression allows you to make an informed decision on its value, minimizing wastage and making your marketing budget work harder. You can also use data
and insights to target your audience with great precision, helping you drive better return on investment and hit your marketing goals.
You can tell a unique story to each audience, and do it at scale, through our universe of quality audiences across the premiumenvironment of Windows Live, Hotmail and MSN.
And we have significant plans to enhance this pool of quality inventory and audiences through partnerships with other premium publishers.
Based on our open ecosystem approach, Microsoft Advertising Exchange enables you to work with your choice of partners, agencies, and Demand Side Platforms (DSPs), and buy across PC and mobile screens.
Take control as you use your own or third- party data to buy audiences that are right for your brand, via real-time bidding. This highly effective combination of quality audiences at scale and choice, plus pinpoint control, gives you the ingredients you need to tell your story to the right audiences, at the right time.
[and the following excerpt is dedicated to danah boyd]
Social technologies have exploded in popularity by providing internet users with powerful, yet easy-to-use sharing and communication tools.
THE FIRST STEP IN SUCCEEDING IN SOCIAL MEDIA IS TO BUILD A STRATEGY THAT COMBINES PAID AND OWNED MEDIA:
∞ WE THINK OF SOCIAL MEDIA AS CUSTOMERS BECOMING THE CHANNEL, SUCH AS WORD OF MOUTH OR VIRAL.
∞ WE THINK OF PAID MEDIA AS ANYTHING A BRAND PAYS TO LEVERAGE A CHANNEL SUCH AS DISPLAY ADS, PAID SEARCH, AND SPONSORSHIPS.
∞ AND WE THINK OF OWNED MEDIA AS ANYTHING THAT YOU, THE ADVERTISER, BUILD AND CONTROL, SUCH AS YOUR WEBSITE, BRANDED MOBILE APP, CUSTOM XBOX GAME, FACEBOOK PROFILE, OR EMAIL NEWSLETTER.
PAID MEDIA FUELS THE CONVERSATION
How do you achieve earned media? By driving people to your owned media. The vehicle? Paid media.
Rich media social features, targeting, mobile solutions, and websites drive deep consumer engagement. Connect with people across screens where they live their digital lives, including Facebook, Xbox LIVE, Twitter and Windows Live Messenger.
Microsoft Advertising’s Rich Media Social Features are a compelling way to drive earned media. Add engaging social media elements to your campaign, create buzz, and promote conversations in unique and interesting ways.
Social Ad Units: ∞ Social Polls invite people to share their votes in response to brand-sponsored questions.
∞ Social Streams display positive messages from Twitter and other commenting platforms about an advertiser or campaign.
∞ Social Video Players enable people to easily repost videos to Facebook, Twitter and Windows Live using built-in icons.
∞ Social Momentum utilizes the power of peer influence to reinforce a call to action. Create a dynamic ad with socially relevant messages that show the popularity of a product in a person’s community.
∞ Social Hubs inspire people to engage with your brand. You can pick and choose a mix of Microsoft Advertising’s Rich Media Social Features that work for you - and your audience. In addition, targeting and mobile solutions enable you to reach the right audience, wherever they are and across multiple screens.