Microsoft today at the Bing Partner Summit at its headquarters unveiled a key new offering calling it as the Microsoft Audience Network (MSAN).
The new display network offering an artificial intelligence (AI)-powered audience marketing solution brings together a number of functionalities that weren’t previously available in Bing Audience Network, such as Bing search-intent signals, audience graph.
At the hear powered by Microsoft Graph and artificial intelligence (AI), MSAN is built on Bing Ads platform introduces ‘Audience Ads,’ to help search advertisers choose from multiple dimensions to target audience across Microsoft and Partners services. It’s designed to guide on audience segmentation, engagement prediction, personalized offer selection, and return on investment management.
Audience Ads formerly known as Bing Intent Ads or Bing Native Ads are the only native advertising solution designed to reach hundreds of millions of unique monthly visitors that matter most across MSN, Outlook.com, Microsoft Edge and other high-quality premium partners placements.
Below you can see example of Microsoft Audience Ads running on MSN:
MSAN support two responsive ad formats to choose from, an “image-based ads” and “feed-based ads.”
“Responsive ads automatically adjust to accommodate the sizes and shapes of native ad formats.”
An example screen shot of responsive Microsoft Audience Ads on Outlook.com mobile:
Image-based ads use eye-catching visulas compatible across different platforms, publishers and placements. You can use existing assets from campaigns on the Google Display Network and Facebook.
Feed-based ads, help promote products that you marketed using Product Audiences to customers based on the specific products they viewed or added to their cart (known as dynamic remarketing).
Here is an screen shot of Feed-based Microsoft Audience Ads on browser:
Search marketers can choose from the following two options available today:
Audience Ads search-extensions currently launching in the US, the UK, Canada, Australia. Other markets to follow. This is a basic approach that pushes the Bing campaign out to the broader MSAN.
Audience Ads campaigns currently available in US only, include dedicated/optimized creative and separate reporting. Global rollout planned for later in the year.
Here are some benefits of using Microsoft Audience Ads:
- More volume
Boost impressions and traffic through brand-safe, native content placements.
- More high-quality clicks
By extending your Bing Ads search campaigns to native, you can increase high-quality clicks from your target audience.
- Increase conversions
Your ads can reach a much larger audience, increasing your chances for conversions.
- Massive reach you can trust with premium, brand-safe placements
Reach hundreds of millions of people on MSN, Microsoft Outlook, Microsoft Edge and our syndicated partner sites,2 with more to come.1
- Boosted performance, powered by artificial intelligence
AI and machine learning help guide ad selection and relevancy matching, along with pricing, click and conversion prediction to help deliver the best marketing ROI.
- Performance tracking is easy
Use the same Bing Ads tools, reports and analytics to monitor your campaign performance.
To know more about the Microsoft Audience Network, head over to this web page.