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For the latest in our series of posts looking at how the world’s biggest brands use social I’ve turned the spotlight on Microsoft.
Bill Gates’ empire still looms large over the global software market, though its fortunes are often overshadowed by Apple’s astonishing level of success.
So it’s interesting to see how Microsoft makes use of other social networks to promote its products and maintain its fortunes.
As homes and offices fill with more and more internet-connected devices, consumers are increasingly consuming content on multiple screens.
Content creators and distributors know this. Advertisers know this. Analysts know this. Entrepreneurs and startups know this.
2013 will be the year that Microsoft becomes relevant once again.
It will begin to use its dominant position on the desktop and in gaming to build an exciting ecosystem that will make Microsoft a compelling choice for consumers, and by extension an increasingly important advertising partner for marketers.
In January, Sky announced that it would be launching a new online TV service later this year. Designed in large part to allow non-Sky customers to access Sky content, the service would allow its subscribers to access a variety of content, including movies and sports, on a pay-as-you-go basis.
Right on schedule, Sky today announced that the service, dubbed NOW TV, will be launching tomorrow.
Microsoft has acquired video search specialist VideoSurf for a reported $70m in what is the latest in a spate of startup takeovers.
A statement from the software giant says it plans to integrate VideoSurf’s technology into the Xbox 360 to improve the search function on Xbox LIVE.
Measuring ad campaigns across platforms is an increasingly important task, but as yet still difficult to measure. Many companies are trying to figure out how to measure disparate media and now Microsoft is trying to bridge that gap with a new measurement called cross media engagement.
Together with Mediabrands, the software giant used neuroscience technologies to measure ads run by Kia Motors and Hyundai. The study found that ads viewed on Xbox LIVE are more effective than traditional video ads. And while it may not be an option to install neuroscience monitors on computers nationwide, the technology could prove effective at judging consumer reactions to differing platforms in controlled settings.
The free online ad supported video segment may be growing, but new research shows that people are willing to pay for their online video.
According to a report by Boston-based Strategy Analytics, paid-for video is expected to grow faster than free ad-supported video over the next several years, at a rate of 39% annually, compared to 37% for free video.
That's good money if you can get it. But it will be a hard sell to get people to pay for things they get now for free.
The majority of consumers want to be able to watch online content through their TVs. While 17% already can do this, a further 58% say they would like to be able to do this.
The Digital Entertainment Survey, from Entertainment Media Research and Wiggin, reveals a demand for on-demand programming delivered online, though not many people want to actually pay for it. People would consider paying for movies, adult content, and music and sporting events, but little else.