MICROSOFT ADVERTISING A SIMPLE GUIDE

Transcription

1 MICROSOFT ADVERTISING A SIMPLE GUIDE

2 MICROSOFT ADVERTISING A SIMPLE GUIDE XBOX MOBILE SKYPE SLATE BING MSN MSN VIDEO WINDOWS LIVE TARGETING NETWORK EXCHANGE CREATIVE SOLUTIONS

3 MICROSOFT ADVERTISING Connecting consumers and marketers across a world of devices MICROSOFT ADVERTISING The 2 nd largest media owner in the UK - unique users (M) per month, with the widest range of products 87 % Reach of online population in UK WINDOWS LIVE HOTMAIL Largest service in the UK - unique users (M) per month 17,400, Unique Users The No 1 Service Hotmail Yahoo! Mail Gmail WINDOWS PHONE IDC Growth in OS Market Share Forecast Windows 2011 is the exclusive 2015 operating system 45.4% for all Android 39.5% Windows 5.5% Nokia smartphones ios 15.7% Google Microsoft Yahoo! Facebook 20.9% 15.3% MSN Largest content site in the UK. 27,000,000 3 rd largest site overall behind Google & Facebook Unique Users AUDIENCE TARGETING Largest reach of Experian targetable 24 Million users vs other providers (Yahoo!, AOL & Specific Media) Unique Users targetable with Experian data WINDOWS LIVE MESSENGER The largest instant messaging service in the UK - total unique minutes users (BN) (M) per month Billion 0.43 Minutes comscore WL WL Messenger Y! Y! Messenger AIM AIM BING UK UNIQUE SEARCHES Bing users are more likely to purchase post-search than any other search engine 246 Million 5.8% 4.7% 3.5% 7.3% Searches per month Bing Yahoo! Google Ask XBOX 2 nd largest subscription to household 5 Million TV/Entertainment services behind Sky (9.8m) and ahead of Virgin (3.8m) Xbox Live Members MSN HOMEPAGE MSN Largest Homepage one day readers commercial spend longer per visit on our homepage opportunity Million 2. 2 readers per day M more monthly users that the number 2 homepage Yahoo! MSN Yahoo! Youtube ComScore / TGI Q3 2011,NNR UK, IDC Worldwide Quarterly Mobile Phone Tracker

4 XBOX

5 XBOX Connect with extremely engaged gamers using high impact video, animation and branded experiences AUDIENCE 5M XBOX Live subscribers in UK CONTENT 25,000 premium high and standard definition movies and TV shows AGE BREAKDOWN other AGAINST THE COMPETITION Xbox is the most used gaming console worldwide, capturing an average of 25% of total gaming time. Wii at 20% and PS3 at 17% ENGAGEMENT Click-Through: An average of 2% UK Interaction: Users typically spend between 5-8 minutes engaging with brand content DEMOGRAPHICS 56% Male 44% Female Xbox purchasers comscore August 2011

6 XBOX ADVERTISING OPPORTUNITIES Connect with extremely engaged gamers using high impact video, animation and branded experiences A variety of standard and scalable ad units to compliment an existing digital video campaign Click to video In-App pre-roll Branded destination experiences 30 CPM VIDEO DISTRIBUTION CONTENT ASSOCIATION Associate brands with a key gaming title and benefit from the excitement created by a billion dollar games franchise to achieve unparalleled exposure for your product From 60K Developed over 3-6 months Typically includes custom mini game, app, Kinect Toy, Gold unlock, integrated marketing campaign From 300K CUSTOM SOLUTION All rates are at UK rate card

7 MOBILE

8 MSN (MOBILE BROWSER) mobile.uk.msn.com Reach an engaged audience interacting with the best of MSN content across mobile AUDIENCE KEY FACTS 2M unique users / month 12M page impressions / month 250,000 impressions on homepage / day Ability to target by device / operator / time / day Run rich media creative across all devices Average click through rate: 0.4% 1.6% CLICK THRU OPTIONS Click from banner to WAP site Click from banner to app store Click from banner to YouTube Click to call centre from banner COST METRICS 6.50 CPM for standard creative 7.80 CPM for rich media (Add 10% for each target - device/operator/time/day) All rates are at UK rate card

9 WINDOWS PHONE NETWORK (IN-APP ADS) Reach an audience interacting with apps across Windows Phone 7 AUDIENCE KEY FACTS Target by run of site / Windows Live id / time / day 39M page impressions / month 60,000 apps available in App Store (As of January 2012) Research conducted by Smaato said Windows Phone app Store gets higher click through rate compared to Android and Apple Average click through rate: 0.5% 1.5% CLICK THRU OPTIONS COST METRICS Click from Banner to WAP site Click from Banner to Download App within Windows Phone App Store Click from Banner to YouTube 2.00 CPM 0.50 CPC All rates are at UK rate card

10 MESSENGER ANDROID APP Connect with a social audience on Android AUDIENCE 7.4M impressions / month 186,000 unique users / month 24% year olds 51% Female 30% London KEY FACTS The only commercial opportunity to advertise within the Windows Live messenger product on mobile exclusively on Android Reach a social audience that s communicating to their friends and family CLICK THRU OPTIONS COST METRICS Click from banner to WAP site Click from banner to app store Click from banner to YouTube Click to call centre from banner 5.75 CPM All rates are at UK rate card

11 SKYPE

12 SKYPE COMING SOON! Skype offers every possible touch point of communication and connection UNIQUE USERS 1.5M active users / day AGAINST THE COMPETITION 20% of all international calling traffic in 2010 globally PAGE IMPRESSIONS AVERAGE TIME SPENT PER MONTH 3M / day 29 mins / visitor AGE BREAKDOWN DEMOGRAPHICS 60% Male 63% ABC1 comscore August 2011 SOURCE: Skype/ComScore

13 SLATE

14 SLATE ADVERTISING COMING SOON! MSN UK s slate app making it even easier for MSN readers to access MSN s great multi-media content wherever and whenever they choose

15 BING

16 BING Finds and organises the answers you need so you can make faster, more informed decisions UNIQUE SEARCHERS 10M searchers / month SEARCHES 246M searches / month AGE BREAKDOWN BUYING POWER Bing searchers spend 26% more than the average searcher EXCLUSIVE AUDIENCE 14% of Bing searchers do not use Google DEMOGRAPHICS 56% Female 63% ABC1 comscore August 2011 SOURCE: ComScore

17 BING ADVERTSING OPPORTUNITIES Bid on the keywords people search for and only pay when they click on your ads PC SEARCH ADS Auction, charged on CPC basis Minimum bid of No max bid 25 Character Ad Title 71 Character Ad Description No limit on how many keywords advertisers buy MOBILE SEARCH ADS Less ads shown on mobile search result page Device and mobile operating system targeting Same auction mechanics as PC Unique auctions for low-fi (e.g. standard phones) and hi-fi devices (e.g. smart phones) OTHER INFORMATION Customers billed by either Invoice or credit card Until migration to Yahoo!, ads primarily shown on Microsoft sites Demographic and geographic targeting available

18 MSN

19 MSN The UK s biggest content site giving our users an experience that is informative, innovative, social and fun UNIQUE USERS 27M / month 63% reach of internet population PAGE IMPRESSIONS 965M / month EDITORIAL CONTENT 100K original content pieces / year Average of 120K clicks on each of the top stories on the homepage AVERAGE TIME SPENT 1.25BN minutes / month 46.2 mins / visitor AGE BREAKDOWN DEMOGRAPHICS 52% Male 61% ABC1 comscore August 2011 SOURCE: ComScore

20 MSN HOMEPAGE The UK s biggest one day display option on the internet SLIVER PUSHDOWN BILLBOARD FILMSTRIP 3M unique users & 18M page impressions per day 51% Male 62% Age15-44 CLICK FOR RATES SKIN & OVERLAY SLIDER All homepage takeovers include an MSN Mobile homepage takeover SOURCE: ComScore See User Initiated Rich Media examples here

21 MSN HERO CHANNELS Contextual opportunities for your brand to associate with across a wide range of subjects and multiple opportunities to reach specific audiences Unique Users & Page Impressions per Month 1.4M 10M 3.8M 55M 2.4M 29M 3.4M 48M 900k 13M Primary Demographics 64% M 39% % F 39% % F 56% % M 60% % M 45% Age & gender targeting available with 1 Target +10% with 2 targets +20% 7.50 CPM CPM CPM 4.50 CPM 15 CPM CREATIVE OPPORTUNITIES MPU, Expandable MPU, 300X600 Double MPU, Pre-roll, Takeover, Sponsorship, Partnership SOURCE: ComScore All rates are at UK rate card Click on Entertainment & Lifestlye logos for further channel details

22 MSN CHANNELS SPONSORSHIPS & TAKEOVERS 100% Share of voice providing reach, impact, contextual relevance and strong brand association SPONSORSHIP Sponsor an event for the duration of our coverage or any regular section in any of our MSN Channels, either by: Standard MPU & Sponsored by logo integrated into header Premium: MPU, Sponsored by logo integrated into header, Sponsored Content Module, Advertorial Page & Skin From 10K to 100K+ CHANNEL TAKEOVER 5 day takeover Formats: MPU/300x600/Filmstrip & Skin MPU, Pushdown Banner & Skin MPU, Overlay & Skin Impressions Guaranteed: 750K to 2.5M per channel 6M for all channels 10K to 40K per channel/format Click here for more channel takeover examples

23 VIDEO

24 MSN VIDEO Video permeates all that we do covering live streaming, exclusive content, as a complement to editorial & in video hubs in each channel UNIQUE USERS AVERAGE VIDEO STREAMS 1.4M / month 19M / month AVERAGE PAGES PER USER 6.5 / month AVERAGE TIME SPENT 12M minutes / month AGE BREAKDOWN DEMOGRAPHICS 54% Male 67% ABC1 comscore August 2011 SOURCE: ComScore

25 MSN VIDEO Video permeates all that we do, covering live streaming, exclusive content, as a complement to editorial & in video hubs in each channel IN CHANNEL HUBS LIVE STREAMING EXCLUSIVE CONTENT ON XBOX SLATE

26 MSN VIDEO ADVERTISING OPPORTUNITIES Connect with a highly engaged audience through video pre-roll and custom advertising opportunities VIDEO PRE-ROLL All Short Form content Creative Copy up to 30 seconds 15 CPM for run of site Custom Video Playlist Original Content Creation Channel Sponsorship Rates on request CUSTOM SOLUTIONS

27 WINDOWS LIVE

28 WINDOWS LIVE HOTMAIL The number one web based service in the UK UNIQUE USERS 17.4M / month 4.2M daily visitors AGAINST THE COMPETITION 10% more reach than nearest competitor Yahoo! Mail PAGE IMPRESSIONS 1.4 BN / month AVERAGE TIME SPENT 8.6 mins / visitor 14.2 visits per visitor AGE BREAKDOWN DEMOGRAPHICS 55% Male 57% ABC1 comscore August 2011 SOURCE: ComScore

29 WINDOWS LIVE HOTMAIL ADVERTISING OPPORTUNITIES The UK s number one service provides high reach, impactful, brand advertising opportunities STANDARD ADVERTISING MPU CPM 160x CPM 300x CPM Age & gender targeting available with 1 target +10% with 2 targets +20% RICH MEDIA Hotmail Expanding Header CPM 100% share of voice opportunities available DOMAIN & CATEGORY TARGETING Domain targeting (targeting advertisers own domain) CPM Category targeting (targeting blind list of competitors domains) CPM All rates are at UK rate card

30 WINDOWS LIVE MESSENGER The UK s number one instant messaging service UNIQUE USERS 5.6M / month 1.3M daily visitors AGAINST THE COMPETITION 10% more reach than nearest competitor Yahoo! Messenger PAGE IMPRESSIONS AVERAGE TIME SPENT 48M / month 37 mins / visitor AGE BREAKDOWN DEMOGRAPHICS 52% Male 61% ABC1 comscore August 2011 SOURCE: ComScore

31 WINDOWS LIVE MESSENGER ADVERTISING OPPORTUNITIES Providing high impact, engaging, rich media opportunities STANDARD ADVERTISING 234x CPM MPU CPM Textlink CPM Age & gender targeting available with 1 target +10% with 2 targets +20% RICH MEDIA Opportunities include: Click to share Click to full screen Interactive panel Marquee ad Expanding ad Rates on request TAKEOVER 100% share of voice and takeover packages available giving advertisers the opportunities to own the Messenger environment All rates are at UK rate card

32 AUDIENCE TARGETING

33 AUDIENCE TARGETING Sophisticated targeting to reach niche audiences USING YOUR DATA TO TARGET OUR AUDIENCES WE KNOW OUR USERS Profile Targeting (Windows Live and IP targeting) 38M Windows Live IDs Bing Search Data MSN User Journeys» Examples: Age, Gender, Geo, Business IPs Behavioural Targeting (Inferred lifestyles and user intent from Bing searches and MSN browsing)» Examples: Travel Researchers, Expecting & New Mums AVAILABILTY & BOOKING Campaigns start from 5K CPMs from Display ads run across MSN, Windows Live & partner inventory All rates are at UK rate card

34 EXPERIAN TARGETING Bringing offline data to online targeting WHO ARE EXPERIAN? HOW DO WE WORK WITH EXPERIAN? WHAT TARGETING IS AVAILABLE? WHAT MAKES OUR RELATIONSHIP SPECIAL? Data on 99% of UK population 450+ data points on each person; demographic, socio-economic, behaviour Used by marketers for 30+ years We match our Windows Live IDs with Experian data We can now target our users based on their offline characteristics Mosaic Segments Financial Strategy Segments (FSS) Standard Segments Customer Database Targeting (CDT) 24 million users matched No.1 media owner for reach Unique targeting segments Quality inventory

35 EXPERIAN TARGETING SEGMENTS Pre-defined audience segments for precise targeting USING EXPERIANS OFFLINE DATE TO TARGET YOUR AUDIENCE Mosaic & Financial Strategy Segments (FSS) (UK population grouped according to their demographic, socio-economic and lifestyle traits)» Example: Alpha Territory: People with substantial wealth who live in the most sought after neighbourhoods Standard Segments (Bespoke segments targeting niche audiences)» Example: Contents Insurance: Consumers that are within their renewal months AVAILABILITY & BOOKING Campaigns start from 5K - 30K CPMs from Display ads run across MSN, Windows Live & partner inventory All rates are at UK rate card

36 CUSTOMER DATABASE TARGETING Targeting your actual customers online» Use your database of clients to create custom targeting segments» Your data is matched against our Windows Live IDs securely through Experian AVAILABILITY & BOOKING New Customers Lapsed Customers DRIVE SALES Look-a-like models Exclude current customers Cross-sell Opps Up-sell Opps CUSTOMER RETENTION Investments > Mortgages Current accounts > Loans Campaigns start from 100K 2.88 CPM CPM Display ads run across MSN, Windows Live & partner inventory All rates are at UK rate card

37 MICROSOFT MEDIA NETWORK

38 MICROSOFT MEDIA NETWORK is the right place to drive actions» Pay for what you want; CPC, CPA or CPM» Set your price and bid within an auction» Safe quality inventory, such as MSN and Windows Live + partner and trusted third-party sites» Receive actionable insights and guidance from a dedicated account team clicks signups new leads purchases

39 NETWORK PERFORMANCE METRICS COST PER 1000 IMPRESSIONS (CPM) Pay for Impressions Ideal for advertisers looking for significant reach at aggressively low CPMs Optimisation at publisher/site level Sold at 0.75 gross COST PER CLICK (CPC) Pay for Clicks Traffic driving Optimised to placements on which users have shown the highest propensity to click Average CPC = 0.50 COST PER ACQUISITION (CPA) Pay for Conversions ROI focused campaigns High frequency hits/clicks have the best chance for success Optimise based on conversion data

40 MICROSOFT ADVERTISING EXCHANGE

41 WHAT IS AN AD EXCHANGE? The Microsoft Advertising Exchange is a second price auction Bid on an impression basis in real time through technology A new way of buying media 5 3 Bid 2 wins! pays one pence over Bid 1 Same style of auction as used with search keywords 1 Bidders set bids at their maximum willingness to pay. Impressions will purchased at 0.01 above the next highest bid

42 MICROSOFT ADVERTISING EXCHANGE Microsoft Advertising Exchange is open for business through DSPs and Agency Trading Desks ADVERTISERS DATA VENDORS PUBLISHERS AGENCY TRADING DESKS DEMAND-SIDE PLATFORMS (DSP) AD EXCHANGES SUPPLY-SIDE PLATFORMS (SSP) NETWORKS

43 ADVERTISERS- GET THE EXCHANGE ADVANTAGE Reduce costs and eliminate wasted media Improved Performance Make Better use of Data for Targeting Ensure Brand Safety Buy impressions individually rather than less efficient bulk buying Take control: Set target and the price buy more of what works, and less of what doesn t Use global frequency cap across all publishers Real time allows for immediate optimisation Set unique bids for each impression buy what you really want, pay based on value to you Faster feedback through analytics and reporting inform pricing adjustments Use first and third party data to find the valuable impressions Reduced data latency Scale and optimize your audience targets across multiple publishers Choose trusted inventory appropriate for your brand s requirement

44 DM5 CREATIVE SOLUTIONS

45 DM5 CREATIVE SOLUTIONS Putting your brand at the heart of our editorial content across platform and across device CUSTOMISED PACKAGES Available by brand or category including Featured Car of the Month and Travel Destination of the Month From 15K BRAND AMPLIFICATION Use our latest technology to amplify an advertisers brand message From 40K CHANNEL PARTNERSHIPS Custom built long term partnership opportunities From 400K

46 Awareness Study: Questions 5 -When thinking of new 5-door hatchbacks, what brand comes to mind first? DM5 CREATIVE SOLUTIONS Putting your brand at the heart of our editorial content across platform and across device BESPOKE CUSTOM BUILT Improve brand awareness with a fully integrated custom built opportunity From 200k 40% 35% 30% 25% 20% 15% 10% 5% Unprompted top of mind Ford brand awareness 21% Unexposed to CMAX campaign 34% Exposed to CMAX campaign 0%

47 MICROSOFT ADVERTISING A SIMPLE GUIDE XBOX MOBILE SKYPE SLATE BING MSN MSN VIDEO WINDOWS LIVE TARGETING NETWORK EXCHANGE CREATIVE SOLUTIONS

48

49 IAB GUIDE: GLOSSARY Phrase Impression Definition The metric used to measure views of a webpage and the advertising embedded within it. Unique users Number of different individuals who visit a site within a specific time period. Reach The number of unique users expressed as a percentage of the total active web population. Click-through When a user interacts with an advertisement and clicks through to the advertiser s website. CTR CPM Click-through rate. Frequency of click-throughs as a percentage of impressions served. Cost per mil. The cost to deliver 1,000 impressions. CPC Cost per click. The amount paid by an advertiser for a click on their ad. CPA Cost per action. A pricing model that only charges advertising on an action being conducted e.g. a sale or a form being filled in.

50 IAB GUIDE: AD SIZES Standard creative sizes, measured in number of pixels (width x height)

51 MSN HOMEPAGE RATECARD The UK s biggest one day display option on the internet Homepage Takeover Options Cost Skin + Overlay (Auto Expand) 99K Overlay (Auto Expand) 94K 300x600 & Filmstrip 91K Billboard 99K Sliver Pushdown 99K Slider 91K User Initiated Rich Media 87K Standard 69K All rates are at UK rate card Prices also available for weekend and 12 hour takeovers All homepage takeovers include an MSN Mobile homepage takeover

52 USER INITIATED RICH MEDIA TAKEOVERS 1. Glider 2. Custom UI 3. Click to Full Screen 4. Page Cube 5. Side Kick 6. 3D Panels 7. Push Out 8. Expandable 9. Expandable Full Page Width 10. Video Extender Click on images for demo s. No demo s for 8 or 9

53 MSN CHANNEL TAKEOVER EXAMPLES 300x250 & Skins 300x600 & Skins 300x250, Pushdown Banner & Skin

54 MSN ENTERTAINMENT Unique Users & Page Impressions per Month 1.1M 9M 3.3M 31M 1.7M 15M 1.1M 6M 640k 6M Primary Demographics 58% M 50% % F 61% % F 41% % M 55% % M 50% 35+ Age & gender targeting available with 1 Target +10% with 2 targets +20% CREATIVE OPPORTUNITIES MPU, Expandable MPU, 300X600 Double MPU, Pre-roll, Takeover, Sponsorship, Partnership SOURCE: ComScore

55 MSN LIFESTYLE Unique Users & Page Impressions per Month 1.3M 12M 910K 8M 840K 5M 815K 5M 400K 4M Primary Demographics 58% F 41% % M 49% % M 59% % M 53% % M 63% Age & gender targeting available with 1 Target +10% with 2 targets +20% CREATIVE OPPORTUNITIES MPU, Expandable MPU, 300X600 Double MPU, Pre-roll, Takeover, Sponsorship, Partnership SOURCE: ComScore