has struck a blow in its online ad war with Google with the launch of a set of services that firms can use to target consumers via PCs, game consoles, mobiles and PDAs.

Announced at Advertising Week, ‘Microsoft Digital Advertising Solutions’ brings the company’s ad products and services under a single umbrella, assisting firms that want to reach customers across different digital platforms at a time when media continues to fragment.

Its hope is that consolidation of its ad platforms will persuade firms to move more of their marketing budgets online. 

As today’s consumers spend more and more time online across various digital devices like mobile phones and video games, advertisers are finding they can no longer reach their entire target audience by advertising on a single medium,” said Joanne Bradford, Microsoft’s vice president of global sales.

The software giant hopes to use the new brand to boost its position in the online ad market, in which it still lags behind Google and Yahoo!

It bought video game advertising outfit Massive recently, and last month struck a lucrative deal with Facebook to run ads on the social networking site through its paid search platform, AdCenter.