Microsoft Reinvents Advertising with NUads on Xbox LIVE

On Thursday, Microsoft announced the launch of NUads on Xbox LIVE, a new, interactive way of delivering ads to users.

Through NUads, Microsoft is transforming the standard 30-second TV spots into an experience that actively involves users, and which is based on the voice and gesture controls of Kinect for Xbox 360.

The Redmond-based software giant also announced the signing of agreements with various companies for the development of NUads campaigns that will appear on Xbox LIVE this fall, including Toyota, Unilever and Samsung Mobile USA.

“NUads marks the beginning of a new era for TV advertising. It delivers the one thing traditional TV advertising is missing — engagement,” said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising.

“We developed NUads to breathe new life into the standard 30-second spot. With NUads, brands can get real-time feedback from audiences, making TV advertising actionable for the first time.”

Additionally, the company offered a glimpse at some of the NUads meant to air on Xbox LIVE this fall, including Toyota’s “Reinvented” ad campaign that premiered during Super Bowl XLVI.

The company is redesigning the ad through adding a layer of interactivity enabled by NUads, thus enabling viewers to respond using Kinect-powered voice or gesture controls. The company will use the feedback from this campaign for the building of the next one.

Axe — called Lynx in the U.K., will be one of the first brands to come up with NUads on Xbox, after the successful campaign for the launch of Axe Attract for Him and for Her.

The creative ad is based around a cops-and-robbers setup and features the tagline “Nothing will ever be the same again.” The audience will be able to decide whether the Lynx Effect should be given to girls, and viewers will get the option to vote “Yes, of course” or ”No way.”

“The creative possibilities of NUads are endless. We can take a 30-second TV spot and customize it for NUads to get an immediate response from Toyota’s customer,” said John Lisko, executive communications director at Saatchi & Saatchi LA for Toyota.

“It allows customers to participate with our advertising, which is really exciting. The interactivity of NUads is leading the industry and changing the way we’re connecting with our customers.”