Microsoft demos Zune advertising service

Microsoft showed off a future advertising service on Tuesday that will allow companies to advertise on its Zune media player

Microsoft showed a future advertising service that will allow companies to hawk their wares on its Zune media player.

Mark Kroese, a general manager with Microsoft's entertainment and devices group, on Tuesday showed a mock Doritos ad campaign on the Zune at Microsoft's Advance08 advertising conference. It was an elaborate demonstration intended to show the platform's full potential, though it will depend on the willingness of Zune users to play along.

In the demonstration, a user could visit a page on the Zune social Web site for information about a music festival sponsored by Doritos. The page included a profile of one of the musicians involved with the festival. Users could become a "friend" of the musician to view his profile on their Zune, and receive updates when the musician added new favorite artists to his profile.

In the example, Doritos offered Zune users free downloads of the musician's favorite music. A Zune user could e-mail the musician's profile to a friend who might be interested in the music. That friend could check the e-mail on a mobile phone through Microsoft's Live Hotmail service. When the friend clicks on the e-mail, a Doritos advertisement flashes briefly on the screen. Doritos is a popular American brand of snack chips.

In addition, embedded in the e-mail is a promotional game from Doritos that looked similar to the classic Asteroids game. If the user does well at the game the user receives a coupon on their phone for a free bag of Doritos. The coupon has a bar code that the user can swipe at a store checkout to collect the free bag of chips. The user can also click on a link to find nearby shops selling Doritos, with directions and a map.

The capabilities are not yet available to advertisers but will be used in a pilot offering later this year, Kroese said.

"This is not something that is far in the future," said Robbie Bach, president of Microsoft's entertainment and devices group. "We have the technology. We need to build the back-end systems to make sure we can do it well."

Bach described the Zune advertising capabilities as part of a larger effort at Microsoft to enable advertising campaigns that span the TV, PC and mobile devices.

Microsoft is already advertising in Xbox games. When Microsoft originally launched the Xbox, Bach said he wouldn't have guessed it could become an important platform for advertising. "Well, it has become a meaningful source of revenue and profit for us," he said.

Future opportunities on the Zune, mobile phone and TV represent the "new new media," which Bach described as advertising opportunities beyond the PC browser.

Bach and Kroese spoke at the annual advertisers' get together, Advance08, organized by Microsoft and hosted this year on the company's corporate campus in Redmond, Washington.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Nancy Gohring

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Cate Bacon

Aruba Instant On AP11D

The strength of the Aruba Instant On AP11D is that the design and feature set support the modern, flexible, and mobile way of working.

Dr Prabigya Shiwakoti

Aruba Instant On AP11D

Aruba backs the AP11D up with a two-year warranty and 24/7 phone support.

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?