Today, from the Cannes Lions International Advertising Festival, I want to share the progress we’ve made toward making Ads in Apps for Windows 8 the best possible experience for customers, publishers and advertisers. Since last year, when my colleague Stephen Kim and I announced our Ads in Apps co-ideation project with creative agencies, we have achieved – and learned – a lot.
The seeds we planted in Ads in Apps for Windows 8 are beginning to blossom today. I’m am very proud of what Microsoft has accomplished with Windows 8 (we’ve sold over 100 million licenses for Windows 8 across a variety of form factors) and are excited about the progress we’re making to fulfil our vision for a consumer-centric advertising world. A world where advertising is beautiful, relevant and useful to consumers’ lives.
Last year at Cannes we said that that the goal of our co-ideation sessions was to brainstorm and create custom concepts for display ad experiences on the Ads in Apps platform. Our goal then, as it is today, was to explore the potential of the rich Ads in Apps for Windows 8 canvas, and by doing that, re-think what digital advertising can deliver to consumers and marketers.
Now, I’m here to tell you why Windows 8 Ads in Apps is a must buy for all brands.
Windows 8 Advertising Effectiveness Study
Not only have we made great strides with bringing to market fresh, innovative ad experiences within Windows 8, but we have kept the consumer experience top-of-mind throughout the process. As my colleague, Natasha Hritzuk, shared a few weeks ago, Ads in Apps for Windows 8 is delivering on our promise to strengthen the bond between brands and consumers without intruding or becoming an annoyance in the process. This is proven from research we asked Nielsen to conduct for us to gauge the effectiveness of Ads in Apps for Windows 8 campaigns. The research suggests that:
- Nearly 60 percent of people exposed to ads on Windows 8 perceived the brands as innovative cutting edge and trustworthy. In fact, brands that advertise in Windows 8 apps are more than two times as likely to be seen as innovative compared to Nielsen norms.
- Ads in Apps for Windows 8 are contextually relevant, which drives positive brand association. Campaigns that fit within the app content performed well in lifting both brand affinity and purchase consideration by 69%.
- The interactive nature of Ads in Apps drives an emotional connection with consumers. Windows 8’s promise is to put consumers first in its advertising experiences. The research results shows that consumers agree. 61 percent referenced the ads as non-intrusive and 67% as “intuitive.”
Introducing the Ad Pano
So, as you can see, Ads in Apps for Windows 8 is an effective platform for brands to tell their stories, but brands still need fresh ad formats to tell their stories successfully. To that point, today we’re announcing with the availability of the Ad Pano to all advertisers and publishers who use the Microsoft Advertising SDK for Windows 8. The Ad Pano is a premium Ads in Apps solution for Windows 8 that was born from the original co-ideation sessions with partners last year.
Toyota ran one of the first Ads in Apps for Windows 8 campaigns and was an early adopter of Ad Pano experience. Dionne Colvin, National Marketing Media Manager for Toyota, had this to say about the effectiveness, “We were very happy with the beautiful experience that the Ad Pano brought to our Let’s Go Places campaign, one of our first brand initiatives in many years. We were looking for an online platform that would really spotlight our Toyota brand in a forward-thinking way, and Windows 8 was the right fit. We are looking forward to future campaigns.”
The Ad Pano combines the principles of a hero app experience with our award-winning ad technology expertise, and gives advertisers unlimited storytelling potential to customize their ad experience to deliver an interactive, immersive, panoramic ad experience comparable to a magazine fold-out.
The Ad Pano is also the first ad format on available on Windows 8 to offer an optional active anchor ad experience, which comes to life with a series of 15 images that can stimulate video, similar to a flip-book.
Currently the Ad Pano is available in the US and the UK, with additional markets on the horizon. The anchor ad experience can be scaled across all first-party apps for Windows 8 - including Bing, Xbox, and Skype - and apps that integrate the Microsoft Advertising SDK for Windows 8.
So, as you can see, it has been energizing and encouraging to see the potential of advertising experiences on Windows 8 come to life, but we’re not done. I urge you to check out my colleague Stephen Kim’s blog to learn more about what his team is doing next with creative agencies, brands and publishers on Co-Ideation II.
If you have questions, or comments, please let us know below. We would love to hear from you.
Jennifer Creegan, General Manager for Display Advertising Experiences at Microsoft Advertising