14 DAY TRIAL // Microsoft might very well be a perpetual bronze winner in a three horse race against Google and Yahoo in terms of online advertising, but the company is looking to get a head start when it comes down to mobile devices. In this context, the Redmond giant announced that it had adapted some of the services it offers for mobile users in order to be able to serve ads to an entirely new audience. advance08, the company's online advertising leadership forum was the stage for the introduction of display advertising on Windows Live for mobile services as well as the debut into Beta testing phase of search advertising for Live Search Mobile.
"In today's connected world, the mobile device is emerging as a prime opportunity for advertisers to reach their audience," revealed Brian Arbogast, corporate vice president of Mobile Services at Microsoft. The company's new breadth in mobile advertising announced on May 20, 2008 is the direct result of the acquisition of ScreenTonic, European-based mobile advertising pioneer, just a year ago. ScreenTonic was included into the Microsoft Digital Advertising Solutions, and indicated plans for the company to reach a worldwide audience of mobile users.
"This announcement is evidence of our commitment to providing advertisers with further opportunities to connect and engage consumers throughout their 'digital day' - at home, at work and on the go across multiple platforms, devices and geographic regions," Arbogast added.
As far as Windows Live for mobile is concerned, Microsoft will serve banner ads on Windows Live Messenger and Windows Live Hotmail. Advertising opportunities are already available in Spain, and the Redmond company promised that advertisers in Germany, Italy and the Netherlands would also be able to access them by the end of the month. In parallel with Windows Live for mobile, Microsoft is already serving ads designed to accompany MSN Mobile content. In addition, mobile search advertisements went live as a Beta in the U.S. for Live Search Mobile, with an expansion planned for the second half of this year.