• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Display Advertising

Beyond Search: Bing Native Ads Launch In Beta Across MSN.com

Expanded inventory enables advertisers to pair search intent signals with native advertising formats.

Ginny Marvin on July 20, 2015 at 5:51 pm
  • More

bing ads native ads on portal pagesMicrosoft’s search advertising platform Bing Ads is expanding reach with the beta launch of Bing Native Ads. Announced Monday, the test aims to connect search intent signals with native ad experiences on MSN.com.

Search query data, contextual signals and actions taken on advertisers’ sites can be used to help target ads on the MSN.com portal. The program, which the company first discussed earlier this year, facilitates the same level of targeting that is available for search ads: location, device type, time of day, day of week and site remarketing. Reporting and conversion tracking are available for native ads through the Bing Ads interface as well.

bing ads native ads on MSN

Microsoft isn’t the first to couple search and native on one platform. Yahoo launched Yahoo Gemini in early 2014 to enable mobile search and native ad buying on Yahoo owned and operated properties.  (The company has begun serving desktop search ads since renegotiating its search deal with Microsoft this spring.)

The Bing Native Ads beta is launching in the US across the MSN portal, which had an estimated 1.6 billion visits globally in June, according to SimilarWeb. Over a quarter of that traffic (26.7 percent) came from the US. The company says it plans to expand to other markets later this year.

Advertisers have been escalating investment in native ad campaigns. A survey by the Association of National Advertisers (ANA) found nearly 60 percent of advertisers polled increased native ad budgets by 55 percent in 2014 over the previous year. For 2014, eMarketer pegged native ad spend at $3.2 billion and forecasts that will increase 34.4 percent in 2015 to $4.3 billion.

The Bing Ads extension to native advertising comes a month after Microsoft closed a deal with AOL to outsource display ad sales and take over search advertising delivery on AOL from Google beginning January 1, 2016.

Correction: An earlier version of this article stated Bing Native Ads was first discussed at an industry event last year. The company first shared news of the upcoming beta in February.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

BingChannel: Display AdvertisingNative AdvertisingSearch Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok