My team works tirelessly to create display ads that are beautiful, relevant and useful to consumers. This isn’t just a list of talking points for us, it’s the credo we live by. Throughout Microsoft, we’re doing everything we can to raise the bar for online ads, both in search and display. That means a combination of consumer research, co-ideation with our partners and revolutionary experiences like Windows 8. However, Microsoft Advertising isn’t the only group at Microsoft working to make advertising better.
My colleagues in Microsoft Research (MSR), have also been looking long and hard at the digital advertising space, but in this case, the negative effects that bad online ads can have. Their most recent paper entitled, “The Cost of Annoying Ads,” investigates the problem of annoying ads, noting that web display ads, when done poorly and without the needs of the end consumer in mind, often do more harm than good for publishers and the advertiser’s brand. I encourage you to read the full blog they just posted here.
My team is excited about the next few weeks, especially with Cannes just around the corner. Have a look at the MSR paper and let us know what you think.