Microsoft has already introduced ads in the Start menu and on the desktop to distract user attention but in the end, this wasn’t enough. Soon, developers will reach a wider audience through universal campaigns. This new concept will allow developers to create ads for their apps that Microsoft will publish across its services.
Soon, Windows 10 users will see ads in Skype, MSN.com, Outlook.com, and even in Microsoft’s Solitaire Collection, with developers encouraged to use the new universal campaigns to make their ads visible to a wider audience.
MSN is primarily used in the context of news and entertainment, while Skype is used for personal communication and Outlook is used for email. Many Windows customers spend a fair amount of time playing popular games like Microsoft Solitaire and now, ads can capture the attention of users in all these different situations as well as improve recall and conversion rates.
It’s A Win-Win Situation
Microsoft has advanced machine-learning algorithms to help developers target the right audience and to find user profiles more efficiently, making it a good thing that Microsoft will make ads available on multiple services.
Second, your ad campaigns will now get a very wide variety of touch points. Studies have shown that media-mix models can fetch your company multi-fold revenues. In the context of app promotions, it is the app installs and app engagements that can grow multi-fold.
The company mentioned that developers can already take advantage of these universal campaigns with auto-targeting. In order to use auto-targeting, developers can head to the Dev Center dashboard and select Automatic for the Audience section of their campaign settings. If they will want to create a manually targeted campaign, the developers will select Universal for the Surface setting in the Audience section of their campaign.
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