|
Everything
You Need To Know About Contextual Marketing |
| 8. Microsoft
adCenter
Microsoft adCenter is an advertising part of MSN. Microsoft adCenter advertises all the MSN’s software and services. Microsoft adCenter is one of the three big search engines. The other two are Yahoo and Google AdWords search engines. Microsoft adCenter, Yahoo and Google are based on the Pay per click marketing system. In early 2006, all the advertisements on MSN were Yahoo ads. Now MSN has developed its own platform to sell Pay per click advertisements directly to the customers. In June 2006, the contract between the Yahoo and MSN will expire. Then Microsoft will start displaying its own ads. MSN’s Microsoft adCenter platform is based on the Google AdWords model. Microsoft adCenter consider advertisers’ bid along with click through percentage concept. As greater the number of clicks per advertisement, the greater will be the revenue. Microsoft adCenter also decides where to place an individual ad. This concept encourages advertisers to write effective ads. Other unique feature of Microsoft adCenter is demographic targeting. This allows advertisers to place incremental bids. Microsoft adCenter has created this technology based on collected user data. Microsoft has gained this data with programs like Hotmail and Microsoft Passport. For example, if some cosmetic suits females the advertiser will place two bids. First bid would be for the ads for any visitors. Second would be incremental bid. This is self-adjustable to the higher amount when a known female will login and search. Another
unique feature of Microsoft adCenter is the control of time and day
for advertisers. This technology allows advertisers to display ads on
specific days of the week. You can also display your ads on specific
times of the day. Moreover, combination of both the day and time is
possible. For example, you can advertise specific key word advertisements
of business in the day during business hours. You can also choose the
days accordingly. |