Streaming and B2B Microsoft Audience Network activation of COVID-19 trends Tech & Telco
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Streaming and B2B Microsoft Audience Network activation of COVID-19 trends Tech & Telco
1 Industry trend – B2B Technology
Microsoft Audience Network activation
2 – B2B Technology
Agenda 3 Industry trend – B2C Technology
Microsoft Audience Network activation
4 – B2C Technology
5 Marketplace rebound signals
Search trends and Microsoft Audience Network activation: B2B Technology
1/6/2020
1/8/2020
1/10/2020
1/12/2020
1/14/2020
Proprietary Bing Source Data
1/16/2020
1/18/2020
1/20/2020
1/22/2020
1/24/2020
1/26/2020
1/28/2020
Search volume over time
1/30/2020
2/1/2020
increased dramatically
2/3/2020
2/5/2020
2/7/2020
2/9/2020
2/11/2020
2/13/2020
2/15/2020
2/17/2020
2/19/2020
2/21/2020
2/23/2020
2/25/2020
2/27/2020
2/29/2020
3/2/2020
3/4/2020
3/6/2020
3/8/2020
3/10/2020
Pre-COVID-19
3/12/2020
3/14/2020
3/16/2020
3/18/2020
3/20/2020
3/22/2020
3/24/2020
3/26/2020
3/28/2020
Post-COVID-19
General ‘remote work’ and ‘work from home’ (‘wfh’) searches have
3/30/2020
4/1/2020
4/3/2020
4/5/2020
Teleconferencing is trending up
‘teleconferencing’ searches
Pre-COVID-19 Post-COVID-19
a
+615%
vs. forecast post-COVID-19
a b
b +805%
vs. last year post-COVID-19
7-Mar
2-May
1-Feb
8-Feb
11-Apr
18-Apr
25-Apr
4-Apr
14-Mar
21-Mar
28-Mar
4-Jan
11-Jan
18-Jan
25-Jan
15-Feb
22-Feb
29-Feb
Jan Feb Mar Apr May
2020 Searches 2020 Pre-Covid Forecast 2019 Searches
Source: Microsoft Advertising Internal Data, Jan – Mar, 2019 v. 2020
Productivity tool related brand term search volume and clicks
have increased
Search volume – brand terms
Search volume has increased 68% in the past 3 weeks Top brand queries
Click volume – brand terms
Click volume has increased 134% in the past 3 weeks
Proprietary Bing Source Data
Productivity tool related nonbrand search volume and clicks
have increased
Search volume – nonbrand terms
Search volume has increased 138% in the past 3 weeks
Top nonbrand queries
Click volume – nonbrand terms
Click volume has increased 85% in the past 3 weeks
Proprietary Bing Source Data
Increased search and click volume for digitization queries shows a
heightened interest in establishing online presences post-COVID-19
Pre-COVID-19 Post-COVID-19
Proprietary Bing Source Data
Microsoft Audience Network activation – B2B Technology
Tech & Telco advertisers represent a small but growing segment
on the Microsoft Audience Network
Tech & Telco still offers advertisers a relative
first mover advantage in reaching users on the
Microsoft Audience NetworkMicrosoft Audience Network efficiency for Tech & Telco is improving
Audience Network click-through rate Audience Network cost-per click (CPC)
(CTR) for Tech & Telco advertisers has for Tech & Telco advertisers has
increased since March decreased since MarchReach a business audience on Microsoft Audience Network using
In-Market Segments
B2B Technology Audiences can help you reach millions on the Microsoft Audience Network
Using a variety of signals, Microsoft
curates audience targeting segments
for B2B technology advertisers across
multiple products and categories
Proprietary Bing Source DataRemember that B2B users are also B2C consumers Consumers in market for your product... …Are also in market for others 2.54M 55% are also in market for Travel Users who are in market for CRM Solutions…. 40% are also in market for Computer Accessories
Reach a Business Audience on Microsoft Audience Network using
LinkedIn Profile Targeting
Industry, Company, and Job Function Targeting can help target niche segments
15% CTR* 42% CVR*
Ads shown to LinkedIn Profile Targeting Ads shown to LinkedIn Profile Targeting
audiences saw up to a 15% greater click- audiences saw up to a 42% greater
through rate (CTR) than the same ads conversion rate (CVR) than the same ads
shown to non-audience targeted users shown to non-audience targeted users
*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.Reach a Business Audience on Microsoft Audience Network using
LinkedIn Profile Targeting
Industry, Company, and Job Function Targeting can help target niche segments
Industry Job function Company
*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.Respond to COVID-19 trends in Native
Amplify corporate messaging with targeted reach
Maximize reach of
Corporate Social
Responsibility campaigns
by reaching targeted
audiences in premium
environments with the
Microsoft Audience
NetworkActivate across targeting features to maximize reach and click volume
Apply bid modifiers to individual segments to maintain efficiency
Product Audiences, Device Targeting, Remarketing, Custom, and Similar
and Location Targeting offer the lowest Audiences generate the highest CTR
CPC for B2B Technology advertisers for B2B Technology advertisers
*Microsoft internal data, 1/1/2020 – 4/25/2020, Microsoft Audience Network, B2B Services, Tech & Telco L1 Vertical, L2 including E-Business, Engineering & Technology, Security, Technology, Web ServicesMicrosoft Audience Network exposure drives lift on search
+62% +42% +29% +20% +35% Lift in impressions
post-exposure1
+80% +69% +55% +25% +19% Lift in clicks
post-exposure1
1. Jan 2019 – Feb 2020; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients
saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network.
- This is based on a sample of our pilot advertisers and is not a marketplace lift
- The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search programSearch trends and Microsoft Audience Network activation: B2C Technology
10 / 30 MACD
1/30/2020
1/31/2020
2/1/2020
Proprietary Bing Source Data
2/2/2020
2/3/2020
30-day average
2/4/2020
2/5/2020
2/6/2020
2/7/2020
2/8/2020
2/9/2020
2/10/2020
2/11/2020
2/12/2020
2/13/2020
2/14/2020
2/15/2020
2/16/2020
2/17/2020
It’s not just seasonality
2/18/2020
2/19/2020
2/20/2020
2/21/2020
2/22/2020
2/23/2020
2/24/2020
2/25/2020
2/26/2020
2/27/2020
Brand streaming terms included queries relating to the following brands: Amazon Prime Video, Apple TV, Disney Plus, HBO, Hulu, Netflix, SlingTV, YouTube
2/28/2020
(10-day average vs. 30-day average)
2/29/2020
Trended searches of streaming brands
3/1/2020
3/2/2020
3/3/2020
3/4/2020
3/5/2020
3/6/2020
3/7/2020
3/8/2020
3/9/2020
3/10/2020
3/11/2020
3/12/2020
3/13/2020
3/14/2020
3/15/2020
Starting mid-March, searches for streaming brands are above average compared to the
3/16/2020
3/17/2020
3/18/2020Trending search volume for March is up compared
to the same period in previous years
2020
2018
2019
3/1 3/2 3/3 3/4 3/5 3/6 3/7 3/8 3/9 3/10 3/11 3/12 3/13 3/14 3/15 3/16 3/17 3/18
Proprietary Bing Source Data
Brand streaming terms included queries relating to the following brands: Amazon Prime Video, Apple TV, Disney Plus, HBO, Hulu, Netflix, SlingTV, YouTubeInternet and ISP-related clicks have recently spiked,
and now outnumber clicks to Cable TV-related terms
Cable & Internet/ISP clicks in March 2020
March 16, 2020
shelter-in-place
begins in many
U.S. cities
March 11, 2020
February 29, 2020 COVID-19 declared a
U.S. announces pandemic; U.S. bars
travel restrictions travel from Europe
February 28, 2020
first U.S. COVID-
19 death (WA)
Proprietary Bing Source Data March 1- March 16 2020
COVID-19 timeline of events: https://www.worldatlas.com/articles/a-timeline-of-major-events-surrounding-the-covid-19-outbreak.html5G searches continue to grow exponentially YoY
This has been largely driven by recent developments in 5G devices and infrastructure
5G searches
Proprietary Bing Source Data5G volume is currently experiencing an upswing
Despite the short down swing at the start of March, 5G momentum is back on the rise
within the last few weeks and appears to be stronger than in 2019
5G MACD analysis
31/2019 2/28/2019 3/31/2019 4/30/2019 5/31/2019 6/30/2019 7/31/2019 8/31/2019 9/30/2019 10/31/2019 11/30/2019 12/31/2019 1/31/2020 2/29/2020
Downward 5G search momentum Upward 5G search momentum
(short-term trend is weaker than (short-term trend is stronger
long-term trend) than long-term trend)
Proprietary Bing Source Data5G searches for plans and carriers are driving
the late growth
5G volume by percentage
8%
7%
6%
5%
4%
3%
2%
1%
0%
PLANS CARRIER
Proprietary Bing Source DataMicrosoft Audience Network activation – B2C Technology
Tech & Telco advertisers represent a small but growing segment
on the Microsoft Audience Network
Tech & Telco still offers advertisers a relative
first mover advantage in reaching users on the
Microsoft Audience NetworkAudience Network efficiency for Tech & Telco is improving
Audience Network CTR for Tech & Telco Audience Network CPC for Tech & Telco
advertisers has increased since March advertisers has decreased since MarchReach a technology audience on Microsoft Audience Network using In-
Market Segments
Consumer Tech Audiences can help you reach millions on the Microsoft Audience Network
Using a variety of signals, Microsoft
curates audience targeting segments for
Consumer technology advertisers across
multiple products and categories
Proprietary Bing Source DataTechnology users are also consumers for other products Consumers in market for your product... …Are also in market for others 8.2M 51% are also in market for Moving & Relocation Users who are in market for Mobile Phone Service…. 39% are also in market for Toys & Games
Reach a technology audience on Microsoft Audience Network using
LinkedIn Targeting
Industry, Company, and Job Function targeting can help target niche segments
Industry Job Function Company
*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.Activate across targeting features to maximize reach and click volume
Apply bid modifiers to individual segments to maintain efficiency
Product Audiences, Location Targeting, Remarketing, Custom, and Product
and Device Targeting offer the lowest Audiences generate the highest CTR
CPC for B2C Technology Advertisers for B2B Technology advertisers
*Microsoft internal data, 1/1/2020 – 4/25/2020, Microsoft Audience Network, B2B Services, Tech & Telco L1 Vertical, L2 including E-Business, Engineering & Technology, Security, Technology, Web ServicesRespond to COVID-19 trends in Native
Amplify Marketing for high demand product
Increasing demand
for High Speed
Internet
Respond to increased
demand for Technology
products by reaching
targeted audiences in
Increasing demand
premium environments
Increasing demand
for Home Fitness for Home Office
Technology
with the Microsoft
Technology
Audience NetworkMicrosoft Audience Network exposure drives lift on search
+62% +42% +29% +20% +35% Lift in impressions
post-exposure1
+80% +69% +55% +25% +19% Lift in clicks
post-exposure1
1. Jan 2019 – Feb 2020; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients
saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network.
- This is based on a sample of our pilot advertisers and is not a marketplace lift
- The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search programMarketplace signals – U.S. short window
Sub-category Signal Signal guide
Technology
Marketplace index is showing positive
momentum
Telecommunications
Web Services
Marketplace index is showing some
stability
Marketplace index is showing negative
momentum
Data: Microsoft Advertising InternalMedian of April ‘19 and April ’18 3, 5, 8, 10, 12, 15-day moving averages 30, 35, 40, 45, 50, 55-day moving averages
Median of April ‘19 and April ’18 3, 5, 8, 10, 12, 15-day moving averages 30, 35, 40, 45, 50, 55-day moving averages
Strategies and recommendations Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19
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