Brian McAndrews, kicking off advance08, Microsoft’s advertising summit, announced today the company’s new brand for its broad advertising efforts: Microsoft Advertising.
The brand will focus on three main areas McAndrews said advertisers are asking for: Improving performance, or return on advertising investment. That means targeted advertising and today, Microsoft offers advertisers 90 targeting segments. He cited Microsoft’s acquisition of YaData (third item).
The second area is insights and thought leadership. He pointed to the company’s “engagement mapping” efforts — the idea that a combination of advertising impressions persuade a consumer to take some action, such as making a purchase, online.
The third element, McAndrews said, is expertise. Microsoft is building out its team of digital advertising sales specialists.