HOME     MENU     SEARCH     NEWSLETTER    
CUSTOMER RELATIONSHIP MANAGEMENT NEWS. UPDATED 14 MINUTES AGO.
You are here: Home / Sales & Marketing / Reinvented Ads for Reinvented Skype
Build Apps 5x Faster
For Half the Cost Enterprise Cloud Computing
On Force.com
Microsoft Is Reinventing Ads for a Reinvented Skype
Microsoft Is Reinventing Ads for a Reinvented Skype
By Barry Levine / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
NOVEMBER
15
2012

Microsoft is Skyping the planet -- moving the reinvented technology into Windows 8 and, more recently, into the workspace. Now, the technology giant plans to use the platform to reinvent advertising.

On the Microsoft Advertising blog, at the Monaco Media Forum, and elsewhere the company is describing these "new premium advertising experiences," called Skype Ads for Windows 8. Skype's general manager for advertising and monetization, Sandhya Venkatachalam, told AdWeek on Thursday that the company is beta-testing an ad platform that is interactive, social and conversational.

'Ongoing Dialog'

Venkatachalam described possible ads that resemble services or interactive apps more than ads. For instance, auto configuration tools on Skype could allow two people on either ends of a phone call to mutually play with car customization -- and then schedule an actual test drive of some version of the envisioned vehicle.

Another example: An airline could provide a list of vacation spots and trip planning tools, which Skype users could share, in real-time or not, to plan out a family trip.

The most exciting idea, she told AdWeek, could be "the vision of building a more permanent and persistent destination on Skype where brands have an ongoing dialog with the Skype audience."

This kind of dialog, according to Microsoft, could take the form of a sponsored, interactive social group that, say, lets participants view clips from a TV show, get more info about the show's contestants, and perhaps have live video calls with a contestant.

As an ad platform, Skype potentially starts out with a large base. The company has said that it currently has more than 280 million monthly active users, or MAUs. The average session on Skype is 30 minutes long, and half of the calls are video-based.

Conversation Ads, Skype in Workspace

This new vision is the latest in a series of advertising-related initiatives Microsoft has undertaken with Skype. In May, the company announced Conversation Ads, which are intended to provide conversation starters for callers using the service, although some observers also saw them as a way to drive users to sign up for the premium, ad-free version. Microsoft has also unveiled homepage sponsorships for desktop and mobile.

Last week, the company launched Skype in the workspace, or SITW. The free online service is intended to foster the creation of communities for small- and medium-size businesses, where users post and respond to opportunities and follow up with IM, phone calls and live demonstrations.

In its announcement of SITW, Microsoft did not outline the revenue stream, although it is expected that, as with other free online products, additional premium services could be offered for a price -- or the new, participatory Skype ads could be rolled out so that, for instance, callers could exchange or sample interactive tools advertised for a business service or product.

The company also recently said that its Messenger communications service would be ending its 12-year lifespan for most markets by the end of first-quarter 2013. Microsoft is attempting to transition the 100-million-plus Messenger users to Skype.

Tell Us What You Think
Comment:

Name:

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY INTEREST YOU
High Quality CRM Data: Prevent, detect and fix errors at the point of data entry for Dynamics CRM. Trillium Software helps you achieve an accurate, synchronized, single view of customers. It's time to trust your data. Take a product tour and read CRM Analyst opinions here.
MORE IN SALES & MARKETING
Product Information and Resources for Technology You Can Use To Boost Your Business

NETWORK SECURITY SPOTLIGHT
The FBI is pointing the finger of blame for the Sony Pictures cyberattack directly at North Korea. The hackers stole confidential data and caused the movie giant to can its new comic film, "The Interview."

ENTERPRISE HARDWARE SPOTLIGHT
Remember the classic BlackBerry that took the cell phone market by storm in its heyday? Well, it’s retro time at the Canadian handset maker as it rolls out the aptly-named BlackBerry Classic.

© Copyright 2014 NewsFactor Network, Inc. All rights reserved. Member of Accuserve Ad Network.