ENTERTAINMENT
TONIGHT!
A GUIDE TO REACHING ENTERTAINMENT
AUDIENCES ON MICROSOFT ADVERTISING
Media consumption is becoming a multi-screen activity and this is a growing trend. The
availability of smartphones and tablets are changing media habits. eMarketer estimates that 50% of the
U.S. online population is viewing videos online, 49% of the online video viewers watch TV shows online
and 29% view video on their mobile devices.1 Microsoft Advertising offers advertisers a diverse
entertainment audience that includes Television Watchers, Movie Goers and Gamers across premium,
branded, multi-screen opportunities.
ENTERTAINMENT AUDIENCES ON MICROSOFT ADVERTISING
ARE DIVERSE IN TERMS OF AGE AND GENDER.
91M
TELEVISION WATCHERS2
52%
FEMALE
62%
in the 3564 age
group
39M
19M
MOVIE GOERS2
52%
MALE
GAMERS3
55%
in the 2449 age
group
56%
MALE
55%
in the 1834 age
group
BEYOND THE CLICK: DISPLAY ADVERTISING CAN INCREASE THIS
AUDIENCE’S LIKELIHOOD OF PERFORMING A FOLLOW-UP SEARCH FOR
YOUR
. of television and movie advertisers’ campaigns to see how they performed for
We lookedBRAND
at a selection
our Television Watcher and Movie Goer audiences respectively.
Television Show
advertisers saw more
brand search activity
by younger users who
were exposed to their
ads: 573% in the 1820 group, 305% in the
21-24 group, 356% in
the 25-29 group.4
1
603%
310%
lift
after exposure
lift
after
exposure to
movie ads
to television
ads
Source: 1) (Source: eMarketer, Nov 2011) 2) Source: Nielsen @Plan, Q 4, 2011 3) Microsoft
Advertising internal reports, January 2012 4) Microsoft Advertising Internal Reports for US, January
2011
Multiple exposures to
movie ads makes an
impact on Movie
Goers. Brand search
activity increased by
505% after just a
single exposure. After
5 exposures brand
search activity jumped
to 968%. 4
CONNECT TO AND INFLUENCE
ENTERTAINMENT-SEEKING
AUDIENCES WITH MICROSOFT
ADVERTISING.
Television Watchers: Find this audience on
these Microsoft Advertising sites.1
(Unique users in millions)
homepage
28.8
15.3
28.1
11.2
23.3
8.0
21.5
15.6
7.1
7.0
PRODUCT OPPORTUNITIES
FOR ENTERTAINMENT
ADVERTISERS:
XBOX is a key channel for
reaching diverse audience
segments, including families,
gamers, families of young
children etc.
40M
GLOBAL USERS4
YOUNG, AFFLUENT AUDIENCE5
65%
Movie Goers: This audience navigates through
many Microsoft Advertising sites.2
(% of total site visits)
homepage
18%
8%
specials
10%
7%
9%
5%
9%
5%
8%
INCREASE IN USERS
AFTER THE LAUNCH OF
KINECT5
NEW PRODUCTS
SKYPE
40M
unique users, young
affluent and social.
With Skype, your
brand becomes the
center of an intimate
social network.6
4%
Gamers: Various Microsoft Advertising
properties attract the Gamers audiences.3
(% of unique users)
homepage
MOBILE
.com
27%
13%
11%
10%
10%
7%
6%
6%
4%
4%
53M
unique users across all
mobile devices. 7
specials
2
Sources: 1) Source: Nielsen @Plan, Q4 2011 2) Microsoft Advertising internal reports for US,
January 2012, 3) Microsoft Advertising internal reports for US, January 2012 4) Microsoft internal
estimates 5) Simmons Spring 2011, New Media Study 6) comScore Media Metrix, Jan 2012, 7)
Microsoft Advertising Internal Reports, 2011