Microsoft unveiled the Microsoft “Mediaroom Advertising Platform” at the IBC2008 conference. The new adjunct offering lets broadband service providers deploying the Microsoft Mediaroom Internet Protocol television (IPTV) software platform offer targeted, measurable and interactive advertising spots all from one comprehensive platform. Service providers will benefit from operational flexibility and simplification with an end-to-end solution that enables integrated, cross-platform advertisement deployments.
Marking the first instance of Microsoft advertisement investments focused on TV services, the Mediaroom Advertising Platform brings together in one cohesive offering the addressability offered by IPTV technology with state-of-the-art tools for campaign and decision management powered by Microsoft Advertising. Now the interactivity, audience addressability and true measurement found in online advertising models can be applied to the world of IP-powered television, opening new revenue opportunities for broadband service providers and more effective campaigns for advertisers. The Mediaroom Advertising Platform will support advertisement insertion into all TV content formats, including traditional linear television, VOD, third-party interactive TV applications, as well as service-provider-owned assets including the electronic program guide.
In addition to offering advertisers the capabilities to finitely target ads to specific groups and measure return on investment, the platform lets advertisers and their agencies adjust advertising campaigns in a timely manner on the basis of measured impressions and engagement. This helps brands reach the right audiences with relevant campaigns, which simultaneously helps increase viewer satisfaction.
"Microsoft’s new offering provides the answer to what advertisers have been asking for from TV service providers for years: accountability, in-depth targeting and better engagement with consumers," said Nick Brien, President and CEO of Mediabrands, Interpublic Group of Companies. "The targeting and measurement capabilities of the Mediaroom Advertising Platform make it simple for advertisers and their agencies to reach appropriate consumer audiences and adjust television advertising campaigns on the fly in response to consumer behaviors."
The Mediaroom Advertising Platform will be available in 2009 to service providers deploying Microsoft Mediaroom. It will be on display during the IBC2008 show in the Topaz Lounge at the Amsterdam RAI conference center.
Microsoft has more than 20 services provider customers for Mediaroom, with over 1.5 million subscribers connected.