Microsoft Advertising expands capabilities with video and AI-enhanced features

Microsoft Advertising has announced significant enhancements for video ads, audience targeting, and AI-powered Copilot tools, providing advertisers with a streamlined approach to reaching users across multiple devices. These updates support advertisers in designing data-driven campaigns that increase engagement and optimize spending across desktop, mobile, and tablet platforms.

Expanded Bidding and Targeting for Video Ads

The Microsoft Advertising Platform now supports advanced bidding strategies for video ads, allowing advertisers to more effectively reach audiences as they browse the web or watch videos. New bidding options include manual cost-per-thousand impressions (CPM), giving advertisers control over maximum spend per 1,000 viewable impressions. Enhanced cost-per-click (CPC) optimizes real-time bids to boost conversions, while the “maximize conversions” and “target CPA” tools drive conversions within specified cost-per-acquisition limits.

Advertisers can now leverage enriched audience targeting features such as in-market audiences, custom audience segmentation, LinkedIn profile targeting, and predictive targeting. Microsoft has introduced impression-based remarketing to allow ad exposure across all consumer journey stages, keeping brands top-of-mind for users who have previously interacted with their content.

New Audience Features for Connected TV Ads

Connected TV (CTV) ads provide a valuable way for brands to reach users on streaming devices, and Microsoft now offers global audience targeting capabilities for CTV campaigns. The available features include customer match, similar audiences, and in-market audiences, which deliver a highly targeted reach on smart TVs and other connected devices. The updates ensure CTV campaigns are as robust as Microsoft’s video ad offerings, helping advertisers reach their desired audience in a more comprehensive, multi-platform approach.

AI-Enhanced Copilot Features for Campaign Optimization

Microsoft’s AI-powered Copilot has introduced new diagnostic and performance snapshot tools, helping advertisers manage campaigns more efficiently and pinpoint valuable insights. The Copilot experience is designed to simplify the campaign management process by integrating user-friendly diagnostics that surface essential metrics in real time. This upgrade positions Copilot as a central feature in the Microsoft Advertising Platform’s move toward highly personalized, AI-enhanced advertising experiences.

Google Ads Video Campaign Import

Advertisers can now import Google Ads Video campaigns directly into Microsoft Advertising, simplifying cross-platform management. While videos themselves must be uploaded separately due to YouTube’s Terms of Service, all other campaign data transfers seamlessly. This feature is available in all markets except China, allowing advertisers to consolidate their video ad management while expanding reach on Microsoft’s platform.

Shopping Audience Campaign Improvements

For Shopping Audience campaigns, Microsoft has introduced a simplified setup workflow and new product grouping features. These additions make it easier to launch and manage campaigns, helping advertisers quickly set up ad groups for specific product categories. Current campaigns can be upgraded by creating product groups through the platform, a feature that will be standard for all new Shopping Audience campaigns moving forward.