Microsoft launches new programmatic video platform
Microsoft Advertising has today announced the launch of a new video platform that will enable advertisers to buy pre-roll ads on premium, accredited sites whilst harnessing targeting data from the tech giant.
The Microsoft Video Network will provide access to online video advertising space across 350 publishers on a range of different devices and platforms and uses Microsoft Account data alongside data from Nielsen, comScore and publishers.
In a statement issued on Thursday, Microsoft said the video network is a "carefully controlled marketplace" that allows brands to "optimise and extend campaign reach, maximising video ad exposure across multiple screens."
In the last three years, video ad spend has increased almost five-fold (487%), according to the IAB. Similarly, European advertisers spent 366% more on ads delivered via programmatic trading in 2013, according to Adform's RTB Trend Report Europe Q4.
"Video is a hot topic and programmatic media trading is an area of massive growth for the industry," said Owen Sagness, general manager of Microsoft Advertising UK.
"Over the past six years advertising budgets have significantly moved away from traditional TV and into online video, as audiences migrate to multiscreen and video on demand. With the supply and demand model driving efficiency and ROI for brands, automated buying will continue to become more important for advertisers looking to keep up with the consumers' online behaviour day in, day out.
"We have spent time listening, watching and learning from the industry, and we're launching a video network that features a range of publishers and partners that are specifically chosen to offer the best options for our customers.
"Programmatic media buying is arguably still in its infancy, but over years to come it will continue to become more popular. No longer can manual bidding support demand, as the total number of impressions and consumer outlets continues to grow."
Microsoft said the launch of the new network also reiterates the company's focus for developing "industry-leading advertising offerings centred on content engagement".