Microsofts Digital Advertising Strategy: A Case Study

Microsoft has ambitious plans for digital advertising, which it expects to generate a quarter of its revenues going forward. The vision for achieving this is an integrated offering spanning a range of inventory across multiple platforms: online, mobile, games and IPTV. Microsoft has moving quickly improve its reach and expertise in digital advertising, mostly through acquisitions, and the standout here is the $6 billion purchase of aQuantive. Microsoft clearly wants to be a serious player and in this case study we access its potential and give our verdict. We will be concentrating on Microsoft's efforts around digital advertising aimed at individual consumers, as opposed to SMEs or the corporate sector. This means that we will not be examining the role of Office Live in Microsoft's digital advertising play.