14 DAY TRIAL // Integrating the celebrity star factor into digital ad campaigns just got easier for US-based advertisers through a partnership between Microsoft and Brand Affinity Technologies. The two companies have applauded the creation of a new advertising medium designed to place an array of athletes and celebrities within reach for advertisers and publishers looking for endorsements. Microsoft Advertising and BAT are promising that advertisers will be able to take advantage of start-studded campaigns irrespective of the size of their budget.
“It’s a perfect match — advertisers can quickly create star-studded campaigns that help improve online ad performance, while Microsoft helps connect them with audiences who seek new ways to associate with their favorite celebrities,” explained Keith Lorizio, vice president of U.S. advertising sales for Microsoft Advertising. “We’re thrilled to be the first portal to team with BAT to let advertisers easily access the power of a celebrity or athlete’s brand.”
BAT features a roster of no less than 2,000 athletes and celebrities that are ready to endorse advertiser products. According to Microsoft, the BAT platform managed to boost conversion rates by 13.5 times during beta tests and click-through rates jumped by as much as 3.5 times. Microsoft is also indicating that the BAT campaigns scored big on metrics such as awareness, association, favorability and intent.
“Now, it is easy for national and local advertisers and talent alike to benefit from the recognition and passion that consumers have for their favorite athletes and stars. For example, advertisers can quickly capitalize on the proven power of endorsement marketing by targeting locally and using celebrity association both pre- and post-click. These are opportunities that can only be achieved in scale online, and the relationship with Microsoft Advertising and its valued network of partners is one of the ways we will open this new market of online endorsement advertising to advertisers of all sizes,” said Ryan Steelberg, president and CEO of Brand Affinity Technologies.