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Stay Agile with Microsoft Audience Network

Finding and connecting with the right audience is getting harder. Third party cookie deprecation and other changes designed to protect consumers' privacy have forced advertisers to plan new ways to connect with customers.

In addition, advertisers are under pressure in a constrained economic environment to reach an audience that provide a high return on ad spend, ensuring the campaigns are returning the best possible value for money. However, many brands find themselves stuck on digital marketing autopilot, using tried and trusted methods that are delivering progressively weaker returns.

What they need is new methods, technologies, and partners that can put messages in front of the right audience at the right time. As a result, more and more advertisers are building relationships with trusted publishing partners who can provide high value first-party audience data.

This is where the Microsoft Audience Network can make a difference.

More than just an audience network

The Microsoft Audience Network is powered by 20 billion daily cross-screen first-party data signals including LinkedIn – a signal that cannot be found anywhere else. This ability to bring in data that spans personal and professional behaviours is of critical importance today. Forrester's recent report The Workday Consumer Has Logged In found 62 per cent of consumers researched or purchased products and services during worktime, while more than half said the number of online purchases they make during their worktime had increased since the beginning of the pandemic.1

By harnessing LinkedIn data, in addition to other signals such as searches, web activity, browser behaviour, and profile data across properties including Outlook, Edge, MSN, and more, marketers can meet their best customers wherever they are browsing or shopping.

The Microsoft Audience Network is a performance marketing solution, with, people exposed to the Microsoft Audience ads found to engage with brands at a higher rate – up to a 4.4-times lift in purchase per user, as measured by post-exposure conversion page visit rate.

Putting ease and brand safety at the forefront

It is easy for advertisers to get started on the Microsoft Audience Network. The platform has been designed to be simple to use, and advertisers can import existing campaigns from the Google Display Network, Pinterest, or Facebook.

Ad effectiveness is enhanced through the incorporation of creator tools and creative options from Shutterstock, which provide methods for creating more engaging campaigns. Also, the use of intelligence through AI means variations in ad copy and imagery can be created automatically to help overcome fatigue and improve performance.

Brand safety is assured through strict processes to maintain control over first-party data, ensuring campaigns remain compliant with the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Advertisers have full transparency regarding where their ads are delivered with the ability to exclude domains. Microsoft Audience Network also partners with Integral Ad Science (IAS) and NewsGuard to ensure brands will appear in a safe environment.

The Microsoft Audience Network in action

One company that has leveraged the Microsoft Audience Network to great effect is the global car manufacturer Honda. Working with its agency, Dentsu Aegis Network, Honda expanded display campaigns for its Civic model across Microsoft properties over a four-month period and experienced an 11 per cent increase in incremental clicks, with a click-through rate of 0.07 per cent - three times higher than a comparable display campaign on an alternative network. The Microsoft Audience Network's highly targeted matching algorithm meant the brand awareness campaign delivered solid conversions for Honda, leading it to expand its use across all campaigns.

In another example, the online printing solutions company CanvasChamp saw conversion rates increase by 138 per cent on the Microsoft Audience Network.

Conclusion

By using the Microsoft Audience Network, advertisers can reach millions of users of Microsoft services on multiple device types across 131 markets and 35 languages, to find the right audiences at the right time with the right message.

Its combination of powerful AI-enabled functionality across a high-volume global brand-safe network means advertisers can quickly achieve results and fine-tune campaigns to deliver the best possible outcomes.

Click here to learn more.

1 The Workday Consumer Has Logged In,a commissioned study conducted by Forrester Consulting on behalf of Microsoft, February 2022

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