Microsoft has introduced self-serve targeting for gaming and Xbox ads, capitalizing on the growing popularity of gaming, which now boasts 3.4 billion players globally and is projected to reach $274 billion by 2025. This development presents significant opportunities for brands and marketers to engage with a diverse and extensive audience.
Universal Appeal and Audience Diversity
Gaming appeals to a broad demographic:
- 48% of players are female.
- Average player age is 33 years.
- 76% of players are aged 18 and above.
Overcoming In-Game Advertising Misconceptions
Despite its potential, in-game advertising faces challenges such as fragmented supply access and nuanced audience communication. Brands need to reconsider misconceptions:
- Audience Diversity: Gaming appeals to a wide range of people.
- Brand Safety: Quality inventory is available across various game genres.
- Scaled Activation: Programmatic options facilitate accessing quality inventory.
- Full-Funnel Performance: In-game ads can meet key objectives, including conversions.
- Measurement: Advertisers can access detailed reports and optimization options.
Microsoft's Approach to In-Game Advertising
Microsoft leverages its extensive gaming portfolio to offer scaled reach and immersive experiences:
- Iconic Titles: Games like Candy Crush Saga and Solitaire provide brand-safe environments across consoles, PCs, and mobile devices.
- Engaged Audience: Approximately 60% of Microsoft players are Millennials (aged 25–49) who are media-savvy and have strong purchasing power.
- Cross-Device Engagement: Players switch seamlessly between devices, enabling cross-channel campaigns.
- Video and CTV Enthusiasts: 41% of Microsoft’s audience engages with video/CTV streaming, opening up creative campaign possibilities.
Connecting with Players
Microsoft Advertising utilizes rich first-party data for precise targeting:
- Global Audience Segments: Connect with 160 million players across properties like MSN, MCG, Outlook, Microsoft 365, and Bing.
- Self-Serve Targeting: Available programmatically to target various player segments.
Premium Gaming Deals
Advertisers can quickly activate gaming campaigns with options such as:
- Microsoft Gaming - 100% Rewarded Video: Features brand-safe environments and blockbuster titles.
- Run of Rewarded Video: High-completion, highly viewable videos from Activision Blizzard and partner publishers.
- Run of Gaming Video: In-stream and interstitial placements for maximum reach.
- Cross-Screen: Combines CTV and mobile gaming supply for broad brand awareness.
- Gaming CTV: Accesses gaming-specific CTV supply through consoles and mobile gaming.
Performance Metrics
Microsoft’s gaming video supply delivers high viewability and completion rates:
- 93% viewability rate for first-party properties.
- 85% completion rate for Microsoft Casual Games videos.
- 97% completion rate for Activision Blizzard Media rewarded videos.
- 92% completion rate for Microsoft Start rewarded videos.
Microsoft Advertising aims to streamline and enhance the effectiveness of in-game advertising, providing brands with robust tools to connect with a highly engaged gaming audience.
