Home  › Media › Video
hyundai-microsoft-xbox

Microsoft Weighs Ad Options for Skype

  |  April 25, 2012   |  Comments

At NewFront 2012, Microsoft also promotes Xbox as live TV ad complement.

A Microsoft Advertising executive said the company is examining new ad units for Skype, such as possibly offering a click-to-call unit.

Jahn Wolland, senior sales director, Microsoft advertising, made his remarks yesterday during the Digital Content NewFront 2012 at Microsoft Advertising's New York City office.

Afterward, a Microsoft spokeswoman emphasized that the click-to-call ads are currently not being offered in Skype. "While Microsoft is working well with Skype to maximize the value of its offerings and to take advantage of Skype's growth and reach, Microsoft is also constantly testing advertising to determine what works best for brands, and more importantly for consumers, in the Skype environment," the spokeswoman said.

In February, Microsoft Advertising said it will begin selling Skype advertising on PCs and mobile devices in international markets, including the U.K., Germany, Japan and Taiwan. Microsoft acquired Skype in October 2011 for $8.5 billion.

During the NewFront event, Microsoft Advertising executives mentioned several Microsoft platforms for advertising, from Bing search to mobile phones that run on the Microsoft Windows operating system. But the company dedicated the most of the program to promoting its Xbox Live service as a complement to TV advertising.

Microsoft's push for advertising on Xbox comes 18 months after Microsoft shuttered Massive, an in-gaming advertising network. What's different today? "That [Massive] was about placing advertising within video ads, very specifically on billboards [in the games]," said Ross Honey, general manager of Xbox Live entertainment and advertising at Microsoft. Today, the advertising options include standard 0:15 and 0:30 spots, as well as more immersive experiences such as a promotion featuring the Hyundai 2013 Veloster Turbo in the Xbox Live game, "Forza Motorsport 4."

Microsoft's program featured pep talks by Web producer Felicia Day, NBC news correspondent Kate Snow, U.S. Olympic gold medal winner Dominique Dawes, and Fox Sports NFL analyst Mike Pereira. All championed online media as a complement to TV programming.

Another speaker, Lloyd Braun, founder of media company BermanBraun, said TV networks and pundits must reduce their obsession with live ratings. Audience-viewing habits, he said, have changed because of time-shifting and adoption of new devices like tablets. "We're watching these shows in completely different places at different times," he said during the program. And as a result, media business models haven't kept pace with audience habits.

Microsoft also announced that it will feature content on the Xbox from new partners such as ESPN, CBS Interactive, and Last.fm. It already offers content from Netflix and Hulu for Xbox Live gold members, as well as other media partners.

One attendee, Laura Deitch, interactive director of digital at direct marketing agency ConvergeDirect, said she was impressed by Microsoft Advertising's offerings. "Its ability to strategically target consumers with content over multiple devices was eye opening," she said in an email interview after the event.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...