14 DAY TRIAL // Microsoft's commitment to becoming a heavyweight player on the advertising market is undeniable and, with its latest move, it's also evident that the company is not limiting to the Internet. In fact, Microsoft is venturing into television advertising with the acquisition of Navic Networks. Until now, the software giant indicated a strong focus on the online advertising market where it needs to fight a monopolistic partnership between Google and Yahoo from the position of the underdog.
Following its own failed negotiations for the takeover of the Sunnyvale Internet giant, and then for a partnership including the acquisition of just Yahoo Search, Microsoft aims to grow its online search and advertising business organically, but this doesn't mean it is not diversifying its goal. "Television media represents the largest percentage of advertisers and agencies' media budget today," explained Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft.
The Redmond company is attempting to build a strong portfolio of television and video advertising to complement its foray into digital media with solutions such as its Mediaroom IPTV platform. "Together, Navic and Microsoft will deliver addressable television advertising solutions to help our partners better manage media spend by increasing advertiser reach and ROI, and maximizing publisher yield on television advertising," McAndrews added.
According to Chet Kanojia, CEO of Navic Networks, the work of the television advertising solutions provider, now a wholly owned subsidiary of Microsoft, will be felt first by viewers in North America. Microsoft Advertiser and Publisher Solutions Group via Navic Networks is promising a new level of relevance and interactivity in terms of TV advertising. With the acquisition of Navic Networks, Microsoft Advertiser and Publisher Solutions Group will benefit from the addition of campaign management tools as well as the Admira unified television ad network.
"Joining forces with Microsoft will enable our common vision of addressable television advertising solutions to continue to flourish and better meet the needs of our industry partners. While our current business relationships will continue to grow, we look forward to extending our technology into a vast array of new markets and software solutions," said Chet Kanojia, CEO of Navic Networks.