Microsoft Advertising Launched New Multimedia Ads Format
Showcase your brand and products with a new Multimedia Ads format
Microsoft Advertising has announced a new responsive search ad format, called Multimedia Ads. The ads will combine advertisers’ images, headlines and descriptions using machine learning to showcase your brand and products with a rich ad format. As per announcement “As part of our global rollout, customers in the United States, Canada, United Kingdom, Ireland, Australia, New Zealand, India, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam markets will start seeing this new ad type today, and all other customers will have this new feature in the next few weeks.”
What are Multimedia Ads?
Multimedia Ads are designed to combine your own assets like images, headlines, and descriptions with the power of machine-learning technology, to deliver the best attention grabbing large visual ads. These ads will be prominently featured on the right rail (right side of the search results) or in the mainline at the top of the search results pages. To help your Ad stand out even more and provide exclusivity, there will only be one Ad on a page, for only one advertiser at a time.
Where will Multimedia Ads Display?
Multimedia ads will be showed on the Bing search pages and will be featured prominently in the mainline at the top of the SERP or on the right rail. There will only be one multimedia ad per page, so only one advertiser can deliver a multi-media ad at a time.
Here are a few examples of what they can look like.
Mainline ad examples (4:1 aspect ratio)
Mainline ad with enhanced sitelinks (4:1 aspect ratio)
Right rail ad examples (1.91:1 aspect ratio)
How To Setup Microsoft Advertising Multimedia Ads?
Setup of Microsoft Ads should look very familiar, since it closely resembles Responsive Search Ads, but now we’re adding the ability to use rich visual assets in combination with text assets (see below). For best performance, Microsoft strongly recommend that you upload multiple ad variations of high-quality images in all 4 aspect ratios: 1.91:1, 1:1, 1:2 and 4:1.
What Image Sizes Should I Use?
Microsoft Advertising strongly recommend that advertisers upload multiple creative variations of high-quality images in all 4 aspect ratios: 1.91:1, 1:1, 1:2 and 4:1
Microsoft Multimedia Recommendations & Auto-Apply
Microsoft Advertising will create recommendations using advertisers’ existing image assets (such as image extensions) and text ads assets, as well as stock images (coming soon).
Once the recommendations are added to an account, advertisers will have a 7-day review period to apply or dismiss them, after which they’ll be auto-applied to the account. Advertisers can also opt out of the auto-apply functionality at the account level.
Bid Adjustment Settings
Multimedia Ads offer the richest ad experience on the search results page today and to effectively compete for the user’s attention a 40% bid modifier will be applied as the default setting. The ability to use positive bid adjustment settings will help your Ads get more visibility without affecting your performance of other ad types (currently supported range of 20% to 900%).
Microsoft Advertising plans to roll out the following enhancements in the near future:
- Enhanced mainline experiences with new rich formats, including video.
- Multimedia Ads for Retail: Combining the power of Multimedia Ads with your product feeds.
- Additional Bing surfaces and expansion to the Microsoft Audience Network.
- New CPM-based auto bidding strategies for Multimedia Ads.
- Additional import opportunities of your rich media assets from other ad platforms.
With the help of Multimedia Ads, your brand and products can capture attention and drive more sales and more leads for your business. Check out the Multimedia Ads help page for more details.