Home  › Marketing › Strategies
Skype logo

Skype to Roll Out Rich Media and Android Advertising

  |  September 19, 2013   |  Comments

Skype will launch advertising on Skype for Android later this month, with plans to distribute the ads to 55 global markets within the next several months.

On Tuesday, Skype announced it will launch advertising on Skype for Android later this month, with plans to distribute the ads to 55 global markets within the next several months. It also launched rich media ad formats for iOS in nine countries, and rich media for Android OS in ten countries. Rich media capabilities include video, animation, tap to play a game and some social media features.

"We had advertising but now offering a deeper, richer experience in iOS," says Lovina McMurchy, general manager, Skype Advertising. "We've taken a very careful approach as we've expanded the places we have advertising."

In the US, Ford has produced a rich media campaign to promote the Fiesta to Skype users on iPhones. In Germany, Telefonica will use rich media to promote its LTE network with campaigns on Skype for iPhone.

ford-fiesta-skype

Brands that want to advertise on Skype can do so via Microsoft Advertising, according to McMurchy. Ads are charged on a cost per mille (CPM) basis, but pricing was not disclosed. Advertisers can target mobile ads by device, carrier, geography and mobile operating system; but they cannot take advantage of the anonymous user profiles available to Microsoft advertisers online. While Skype advertising delivered via PC can take advantage of profile information provided by users, that is not available on mobile at this time.

"We may look into that in the future," McMurchy says.

Mobile is increasingly important for Skype, with a third of Skype’s 300 million monthly users worldwide Skyping via mobile devices; the growth rate of new users coming on tablets or phones has been doubling year over year, according to the company.

When ClickZ spoke to McMurchy at the Cannes Lions, she said Microsoft wanted to make sure its standard advertising offering was stable before working on native ads.

Following its Skype acquisition, Microsoft rebuilt the ad platform from the ground up, with a plan to roll it out in phases.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

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.

WEBINARS

Jobs

    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...
    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...