New Mobile Search Advertising Campaigns:
Microsoft (NSDQ: MSFT) has launched a new mobile ad product that combines mobile search and display. Called “Microsoft Mobile Marketplaces,” it should not be confused with Microsoft’s “Windows Marketplace for Mobile,” which is its new app store on Windows phones.
Microsoft blog post from Monday, it works like this: Microsoft places a banner ad on one of its web properties, like MSN or Hotmail. It says something like “Hot Ringtones,” or “Last Minute Holiday Deals.” When a user clicks, they are re-directed to a landing page that contains a list of sponsored links from Bing for Mobile that are based on the specific theme or keywords associated with the banner.
Microsoft’s director’s Speech:
Jamie Wells, Microsoft’s director for global trade marketing for mobile media, writes that the ad unit was launched earlier this month to a select group of advertisers and so far the experiment has been limited to Ringtones and holiday shopping. Also in the works, however, are Marketplaces for Mobile Games and Wallpapers. Advertisers can participate by setting up a typical Bing for Mobile ad campaign and can bid on just one keyword. Indeed, the early results are promising: Wells said average click-through rates are currently running in excess of 20 percent, which is more than five times what Microsoft normally sees for a mobile search campaign
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