Companies collaborate to deliver innovative video experiences to marketers.
Microsoft Corp. and Starcom MediaVest Group (SMG) on Tuesday announced an agreement to work together on video ad experiences across Microsoft's portfolio of digital advertising assets. The agreement provides SMG and its clients unprecedented access across the video opportunities afforded by Microsoft properties such as Xbox, Skype and Ads in Apps on Windows 8, as well as MSN and the Microsoft Video Ad Network, to deliver seamless innovative experiences that marketers can execute, buy and measure as they do with linear TV media.
When combined, Microsoft's video portfolio network reaches more than 78 percent of the U.S. Internet audience.
According to executives of both companies, the agreement aligns with Microsoft's "one video" vision and SMG's vision for delivering integrated video ad experiences across multiple screens. Financial terms of the deal were not disclosed.
"Through our suite of devices and services, we can deliver a true cross-screen, premium video advertising experience at-scale that will unlock new opportunities to truly enhance brand connections with consumers," said Stephen Kim, vice president for Global Agencies for Microsoft Advertising. "We see this agreement as being the proverbial 'key' that will unlock opportunities for SMG's clients who want to extend and complement their broadcast ads with unique experiences across more of our screens than ever before. It is also validation of the power Microsoft's digital screen assets can bring to marketers."
"People consume video across all kinds of screens all times of the day, so it's essential we create solutions for advertisers to help find people wherever they may be and determine how to scale creative ads across devices," said Ritu Trivedi, managing director, Digital Marketplace at MediaVest. "This agreement will help us deliver on this need by leveraging the scale and breadth Microsoft can offer."
SMG represents 20 of the top 100 advertisers in the United States. SMG clients will have access to premium video inventory across all Microsoft platforms, and they will be given an early look at unique video capabilities on Microsoft platforms.
Microsoft and SMG will work with established third-party measurement companies to help drive future measurement across video experiences in multiple screen environments. In addition, the agreement will allow SMG access to exclusive consumer insights through Microsoft's Research and Insights team.