Microsoft Offering TV-Like Advertising on Xbox LIVE

RMN Digital | April 25, 2012 | Americas, Consumer, Corporate, Games, Regions, Strategy | No Comments

Microsoft Corp. announced Tuesday that entertainment partners, including ESPN as well as CBS Interactive Properties, GameSpot, Last.fm, Manga Entertainment and MUZU.TV, are the latest to join the growing roster of advertising partners on Xbox LIVE.

With the launch of the new Xbox 360 experience in December, advertisers are able to purchase standard 15- and 30-second spots across the Xbox LIVE Run of TV Apps. With nearly 40 million active members worldwide, Xbox LIVE allows advertisers to reach a socially engaged audience on the largest screen in the house.

“With the growth of Xbox LIVE, advertisers no longer have to choose between digital and TV advertising — we’re offering the impact of TV and the interactivity and addressability of digital in one platform,” said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising at Microsoft.

“As more and more industry leaders like ESPN work with us to help monetize their content on Xbox LIVE, TV media buyers win with the ability to extend their standard TV spots to this highly engaged consumer audience.”

[ Also Read: TV to Consumer: Look, I’m Changing Now ]

Traditional TV viewing has become a multiscreen experience with smartphones, tablets and PCs. Brands are looking for deeper engagement with consumers, and Xbox LIVE is increasingly where they are spending their ad dollars, says Microsoft.

Since 2010, according to the company, the advertising spending on Xbox LIVE has increased by 142 percent. Xbox LIVE Gold members in the U.S. spend an average of 84 hours a month on Xbox LIVE. Entertainment app usage has more than doubled year over year. For the first time on Xbox LIVE in the U.S., entertainment app usage has surpassed online multiplayer gaming.

The Xbox LIVE Advertising global sales team consists of gaming and entertainment specialists who engage with agencies and advertisers in most major ad markets.

Xbox LIVE Advertising is continually working to add new content providers to its Run of TV Apps lineup.

Xbox LIVE is the online entertainment service for Xbox 360, connecting consumers to games, movies, TV, music, sports and social entertainment.

Photo courtesy: Microsoft