Audience Ads have become a go-to for brands on Microsoft Advertising, using artificial intelligence to serve dynamic creative matched to specific user segments. But the platform just took Audience Ads to the next level with some major upgrades advertisers need to know about.
Microsoft unveiled six new capabilities that give us advertisers more control and insight to connect with our best customers. As someone who’s used Audience Ads for clients, these updates take it up a notch. Let’s walk through what’s new and how you can make the most of it.
Reaching Microsoft’s First-Party Audiences Through Microsoft Audience Network
Harnessing the Power of Custom Audiences
Gaining Insights Through Expanded Audience Reporting
Staying On Track with Audience Alerts
Protecting Brand Safety Through Audience Exclusions
Expanding Audience Size Limits
First up, Microsoft opened up Audience Ads on their own Microsoft Audience Network. We’re talking native placements on MSN, Outlook, Xbox and more. So now we can tap into Microsoft’s treasure trove of first-party data on over 100 million monthly users.
Following people seamlessly across their empire? Yes, please! Initial tests show it can drive solid lift for awareness. I’m telling all my brands to switch MSAN on.
Next, we finally have access to Custom Audiences. Are you pumping fists in the air right now? I did a little dance myself. This lets us target our own customer and prospect lists, like site visitors or email subs.
Now we can serve up customized messaging to specific high-value segments. I’m already planning campaigns for clients targeting their loyalty members and recent purchasers.
But the update I’m most excited about is the new audience reporting. Granular data on who we reached and how they engaged? Sign me up! I can already envision slicing and dicing the insights to optimize spend.
Microsoft says some brands have seen 76% higher ROI with this intel. Once I get my hands on it for clients, there’ll be no stopping me.
Some clever Audience Alerts are now in place too. These give us a nudge if our audiences are defined too narrowly. No more flying blind and potentially missing qualified users! The alerts have boosted advertiser reach up to 15%, so I’ll be paying close attention to their guidance.
Brand safety is also top of mind for many clients. Well, now we can exclude sensitive audience segments that may pose reputation risks. Protecting brands from toxic content next door? Big win in my book.
And to top it off, Microsoft seriously expanded audience size limits from 20 to 95 million users. Two words my clients will love – more reach! Early signs point to 30% higher potential impression volume. Combined with those other 5 updates, Audience Ads just got a lot more capable at driving awareness and engagement.
So in my view, Microsoft hit it out of the park this year with empowering Audience Ads innovations. As someone knee-deep in these campaigns, I’m fired up to explore the new targeting, optimization and brand safety controls.
If you’re not on the Audience Ads train yet, these upgrades make now the perfect time to leap aboard. Reach out to me if you want to discuss putting Microsoft’s latest and greatest to work for your brand!
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