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:
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.