Microsoft’s campaign to rebrand many of its products using the Microsoft name is continuing. The latest to get the treatment: Bing Ads, which is rebranded as “Microsoft Advertising.” On the April 29th blog post, Microsoft officially announced the rebranding of Bing Ads to Microsoft Advertising and also rechristened its advertising partner as Microsoft Advertising Partner Program.
What’s new in Microsoft Advertising
Over the next year, Microsoft plans to introduce more advertising products to Bing Ads with built-in AI. Microsoft emphasizes that none of the forthcoming changes to its advertising platform will compromise consumer privacy. Two offerings showcase ways in which Microsoft Advertising is delivering on this potential: the Microsoft Audience Network and Sponsored Products.
Microsoft Audience Network
Microsoft launched Microsoft Audience Network in 2018. Microsoft Audience Network uses AI, rich audience intent, and profile understanding to help marketers reach consumers in brand-safe environments. In the new update to Bing Ads, Microsoft has deployed product enhancements, including viewable impressions, image upload, and management tool updates to make managing images even more accessible. And second, Microsoft is expanding audience campaigns to the UK and Canada later this summer.
Microsoft has made great strides in the shopping offer, including new consumer experiences which help shoppers filter, suggest, and visually search and find relevant products. For marketers, Sponsored Products Opens in a new window (available in the US only) enabling manufacturers to boost visibility and drive more traffic for their top products in shopping campaigns. With this new capability, customers can achieve better alignment of marketing efforts between manufacturers and retailers. The connections they create with shoppers work harder to drive performance — clicks, conversions, and ROI. Manufacturers gain access to new reporting and optimization capabilities, and retailers get additional product marketing support with a fair cost split.
The major Microsoft rebrand from Bing Ads to Microsoft Advertising is “a simple shift” as stated by the brand. “Microsoft’s clients and partners already know the brand by its name, and many are already tapping into its new advertising products that go above and beyond search, such as the Microsoft Audience Network,” stated the brand in its blog.
However, the consumer search brand for Microsoft, Bing, would not change and will only become more critical as intent data drives more personalization and product innovation. Microsoft touted 100 months of consecutive Bing share growth and half a million advertisers, as well as the company becoming the exclusive search advertising provider across Verizon Media properties as selling points for its advertising portfolio.
In an accompanying branding video about the name change, Microsoft officials emphasized the importance of having a trusted advertising partner. Adopting personalization through AI, Microsoft elevates the importance of consumer privacy and control more attuned than Google and Amazon.
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