• by Laurie Sullivan  @lauriesullivan, November 5, 2024

Video ads in the Microsoft Advertising Platform has been updated to allow advertisers to reach and engage audiences across desktop, mobile and tablet while they browse the web and watch online videos.

A variety of bidding strategies were added, such as manual CPMs to set the highest bid amount the advertiser, for example, is willing to pay for 1,000 viewable impressions.

Enhanced CPCs allow the advertiser to set a bid amount for pay per click and to automatically optimize in real time to increase the chance of conversion.

A feature to maximize conversions and target CPAs will let advertisers get as many conversions as possible, with the option to set a given CPA target.

Advertisers also have the option to layer on audience targeting through market, dynamic marketing, custom audiences, combined list, LinkedIn profile targeting, predictive targeting, and impression-based remarketing.

In addition to video ads, connected TV (CTV) ads are another way to use video advertising on Microsoft to reach audiences on smart TVs and connected devices while viewers stream media.

A new feature now enables advertisers to use audience targeting for CTV campaigns in all markets to reach audiences.

Available audience features include in-market audiences, similar audiences, customer match, remarketing.

Impression-based remarketing allows advertisers to design a complete campaign strategy focused on ad exposure, incorporating insights to enhance a marketing approach.