Microsoft partners with Bazaarvoice to put consumer ratings on its ad menu.
Microsoft has hitched up with Bazaarvoice to inject consumer reviews and ratings into its display ads. It's the first of several socialish capabilities the company will offer advertisers in the coming months.
Over time, Microsoft's new "people powered stories" will let media buyers incorporate user-generated videos, expert blogs, and even discussion forum content into their display ads. But not yet. When the PPS product launches next month, it'll be strictly a ratings game.
Jennifer Creegan, Microsoft's GM for display advertising experiences, pitched the new social selling strategy at Social Media Week in New York today. Her message is that social can be useful and relevant, unlike a certain about-to-go-public firm that shall remain nameless.
"While we are still in the early stages of unlocking the potential of social advertising, I am confident that we are moving into a world where the impact of social advertising will move beyond a 'Like' to a world where you can create and measure the value of social ads," she wrote in a blog post.
Some will question whether these ads are really social. Bazaarvoice and review pioneer Amazon undoubtedly connect people and create utility with their ratings products, but whether they are supporting social-type interactions is open to debate.
During a pilot program, Microsoft integrated ratings-enabled ads into a back-to-school campaign for Windows 7 (pictured). The campaign, aimed at college students hankering for a new computer, ran across the Microsoft Media Network. According to a brand lift study, Microsoft says the ads delivered a 6.3 percent lift in purchase intent and 13.5 percent lift in unaided brand awareness.
Twitter reactions came quickly after Creegan's presentation. Here's one, from Social Media Week attendee Doug Winfield:
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT