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:
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. 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.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
Wednesday, July 23, 2014