Microsoft Media Network
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Microsoft Media Network. Presentation to [Client Name] [ Month Date, Year]. How do you go from audience to the right audience? Microsoft Media Network. INVENTORY. Advanced Targeting Solutions. Your AUDIENCE. DATA. … and many more. First-party data. Profile Behavioral Category

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Microsoft media network

  • Microsoft Media Network

Presentation to [Client Name][Month Date, Year]


Microsoft media network

How do you go from audience to the right audience?Microsoft Media Network

  • INVENTORY

Advanced Targeting Solutions

  • Your

  • AUDIENCE

  • DATA

… and many more

First-party data

  • Profile

  • Behavioral

  • Category

  • Remessaging

  • Custom

Third-party data


Microsoft media network

Microsoft Media NetworkRanked in the top 5 networks for reach.

  • Premium sites include Microsoft media brands and partners such as MSN, MSNBC, and hundreds of other trusted publishers.

  • Select from profile, category, behavioral targeting, remessaging or custom targeting solutions.

  • Opt out of specific sites that don’t fit your brand.

  • Choose the right transparency and control for each campaign.

Source:comScore Media Metrix, April 2010


Microsoft media network

Performance MediaDelivers results.

  • Meet goals quickly and efficiently.

  • Connect with a large audience using top-tier media across display, search, content, and mobile search (beta).

  • Solution Specialists work with you to continually optimize campaign strategies to maximize ROI.

  • Provides accountability and insight through an industry leading measurement system.

The Microsoft MediaNetwork is comprised of Microsoft O&O, premium partners and top 250-rank Media Metrix third-party sites.


Microsoft media network

Pricing options:The Microsoft Media Network offers a range of performance pricing options designed to meet different conversion cycles, commercial metrics and ROI requirements.

  • Cost per Click (CPC) and aCPM: Runs within the system as an auction based bid.

  • Recommended for advertisers focused on high-impact lead generation, those unable to track conversions online or those who focus on driving high-quality site traffic.

  • Click through Rates (CTR): Offers scalable exposure optimized against CTR impressions delivered from high-quality traffic for maximum impact.

  • A combination of CPA/CPC ensures advertisers maintain winning impressions across best performing placements.

  • CPA (next slide)


Microsoft media network

Cost per AcquisitionCPA

Testing policies

All CPA programs fall under one of these categories:

  • New CPA client: Requires a 2-week paid $10k CPM-based test. Required to optimize the client’s campaign performance on our Network.

  • Existing CPA client: Requires a 2-week paid $10K CPM-based test. Requests to waive a test should be cleared with MMN Business Management ([email protected]).

Best for advertisers with high conversion volumes, short purchase cycles and the ability to track both click and view conversion winds.


Microsoft media network

Your audience is ready to engageAnd they’re already here on premium sites like MSN Autos, MSN Money, and MSNBC.

  • “With the economy in trouble and interactive marketers working hard to justify their budgets, online ad targeting can provide a vital boost in campaign performance.”

  • - Forrester Research,

  • March 2009 “Return to the Behavioral Bandwagon”

  • Reach them through hundreds of trusted publishers on Microsoft Media Network.

  • Targeting helps you reach exactly theright users.

  • Leverage site-specific and targeted buys to reach them more consistently.


Microsoft media network

Audience TargetingReaching fragmented audiences.

  • Introduction

  • Summary of offerings

  • Profile Targeting

  • Category Targeting

  • Behavioral Targeting

  • Remessaging

  • Custom Targeting

  • Conclusion


Microsoft media network

Advanced targeting solutionsthat work individually or together.

Pick an audience based on a predefined set of behaviors categorized into segments, e.g.,auto researchers.

Pick an audience that matches the demographic attributes you want, e.g., women 21-29.

Pick an audience based on online behaviors and a location that you determine, e.g., shopping cart abandoners.

  • Remessaging

Pick an audience of your customers/users precisely matched based on offline and online sources, e.g., past SUV buyers.

Pick an audience engaged in viewing the category of content you care about, e.g., run of finance.


Microsoft media network

Key targeting solutions

Behavioral Targeting

ProfileTargeting

Category Targeting

Custom Targeting

Remessaging

Targeting an individual

Targeting via context

Targeting behaviors

Re-targetingan individual

Targeting for specific goals

  • Travel

  • Games

  • Health & Fitness

  • Technology

  • Lifestyle

  • Entertainment

  • Financial Services

  • Custom Database Targeting

  • CPG Online Effect

  • Demographic

  • Geographic

  • Time-based

  • Access method

  • Search Patterns

  • Pages / URLs Visited

  • Profile Data

  • Frequency of behavior

  • Recency of behavior

  • Website tags allow visitors to be targeted post visit.

  • Remessageon emails, ads, websites and more


Microsoft media network

Profile TargetingDefine the factors that matter to you.

  • Target audiences by who they are, where they are, and even what time of day you want to engage with them.

  • Powered by data from 90 million active Windows Live IDs.

  • Build profile layers by combiningtargeting options.

  • You can add Profile Targeting to site-specific buys or across the Microsoft Media Network.

Source: Source: Microsoft internal data, as of June 2010


Microsoft media network

New: Profile Segments from ExperianTarget with advanced demographics.

Audience information beyond standard profile targeting available for any campaign, covering 235 million people in the U.S.

Advanced profile segments:

  • Occupation detail (job title)

  • Median equivalency score

  • Education

  • Life events – new parents (monthly)

  • Children (presence of children in HH by age range)

  • Marital status


Microsoft media network

Category TargetingPut your message where your audience already goes.

  • You know what your customers love. Engage them on their favorite sites.

  • Category Targeting positions your message next to inventory with similar content.

  • Category offerings achieve guaranteed high volume reach in categories like entertainment and travel.


Microsoft media network

Run of Category (ROC):

  • A budget-savvy choice with serious impact. Great for meeting direct response reach objectives.

    Premium Run of Category (PROC):

  • A simple, high-quality way to reach audiences across trusted Microsoft and partner sites..

    Custom Category:

  • Provides access to audiences with a higher propensity to purchase.

Category TargetingNarrow your audience while still engaging many people.


Microsoft media network

Behavioral TargetingSeize the moment.

  • Targets based on people’s online behavior.

  • Reach people who express interest in your products and increase conversion rates.

  • Reach people when they’re in the market.

  • Choose from over 140 unique audience segments.

No personally identifiable information is tracked or stored by Microsoft in the behavioral targeting process.

Microsoft is a strong supporter of the Privacy principles set out by the Federal Trade Commission.


Microsoft media network

RemessagingSay goodbye to lost conversions.

Remessagingreaches people who visited your site or saw your ad, so you get a second chance to communicate your message.

  • Convert abandoned shoppers or up-sell visitors who’ve bought relevant products and services.

  • Create sequential messaging campaigns to target visitors based on onine behavior.

  • Optimize search spend by Remessaging landing-page visitors.

  • Leverage a visitor’s proven interest in further targeting your marketing efforts.


Microsoft media network

Targeting solutions:Custom Database Targeting

Client Customer Database

  • Leverage your customer database online on the Microsoft Media Network.

  • Reach your own customers based on online and offline interactions.

  • Eliminate waste and speak more intelligently to your audience.

  • Improve the cost efficiency of your offline campaigns by taking them online.

Microsoft Online Audience

Your anonymized matched audienceon the Microsoft network

NOTE: Client Privacy Team involvement is required for custom database campaigns

Client must have database of 2 million records or larger.


Microsoft media network

Microsoft Advertising and comScoreNew partnership. New opportunities.

Offline purchasing insights

  • CPG Online Effect shows you howonline ads lead to offline sales.

  • Measures offline sales lift fromdigital campaigns.

  • Provides insights to help withfuture digital media planning.

Microsoft Online Audience

Online behavior data

A unique, Custom Targeting segment run on Microsoft network sites


Get started with microsoft media network today

Get started with Microsoft Media Network today.

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