These days, it seems like consumers are always on, always connected, to everything from smartphones to tablets, PCs, TVs – even gaming consoles. We use these screens to connect with friends, be entertained, see the latest news, read books and play games and in general, get stuff done. In recognition of how ubiquitous multiple screens have become to consumers today and the value they bring in connecting brands to audiences in engaging ways – today Starcom MediaVest Group (SMG) and Microsoft announced an agreement to work together on video ad experiences across Microsoft’s portfolio of digital advertising assets.
This agreement is significant because it will allow SMG an unprecedented opportunity to tap into the video opportunities afforded by such Microsoft properties such as Xbox, Skype, Ads in Apps on Windows 8, MSN and the Microsoft Video Ad Network to deliver seamless innovative experiences that marketers won’t find anywhere else on the Internet. Read the full press release here (LINK).
The growth of online video advertising over the past few years has been meteoric. According to eMarketer, for example, consumers ”…are increasingly going online to access content previously only available to them through cable or broadcast television, leading advertisers to chase those eyeballs on the web.” eMarketer estimates that US digital video ad spending will nearly double in the next four years, climbing from $4.14 billion in 2013 to $8.04 billion in 2016.
This agreement between SMG and Microsoft is further evidence of the industry’s recognition of the power of video, and SMG clients will be given access to an extensive audience base that reaches more than 78 percent of the US internet audience.
“People consume video across all kinds of screens all times of the day, so it’s essential we create solutions for advertisers to help find people wherever they may be and determine how to scale creative ads across devices,” said Ritu Trivedi, managing director, Digital Marketplace at MediaVest. “This agreement will help us deliver on this need by leveraging the scale and breadth Microsoft can offer.”
Microsoft and SMG will also work together with established third-party measurement companies to help drive future measurement across non-browser based video experiences such as Windows 8 and Xbox. Additionally, SMG will get an early look at exclusive consumer insights through Microsoft’s Research and Insights team, allowing their clients to better understand how to bring to market engaging advertising experiences that enhance consumer’s lives and lead to meaningful, non-intrusive interactions.
We are proud of the agreement we have reached with SMG and look forward to the work will we do together. SMG represents 20 of the top 100 advertisers in the US, and I can’t wait to see how we can bring these brands more value in their video advertising efforts. The possibilities are endless.