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BizReport : Mobile Marketing : September 17, 2009

Microsoft launches behavioral targeting for mobile ads

Buyers of Microsoft's mobile display ad inventory are now able to take advantage of behavioral targeting tools similar to those already available to buyers of online inventory.

by Helen Leggatt

Microsoft has this week announced the launch of their Mobile Behavioral Targeting Solution. The news means that advertisers who purchase mobile inventory will be able to target their ads at over one hundred unique audience segments.

Audience segments, which include standard categories such as retail, technology, automotive and travel, are compiled using anonymous data gathered from Microsoft networks (i.e. Hotmail newsletters, Xbox subscription data), Bing searches and Windows Live profiles.

"Within these niches are the consumers who are most likely to be receptive to your message," explains Jamie Wells, Director, Global Trade Marketing, Microsoft Mobile Advertising.

"Your mobile ads are served only to users in your desired segments, enabling you to refine your reach and increase your campaign's performance. Simple yet powerful, Behavioral Targeting is one of the most effective and efficient forms of mobile advertising available today."

Earlier this year Yahoo expanded its Smart Ads behavioral targeting solution to mobile phones and claims it yields double the average ROI of traditional banner ads and click-throughs up to three times higher.

Tags: behavioral targeting, mobile advertising, mobile display ads, mobile marketing

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