Microsoft announced the beta launch of Bing Native Ads, which let advertisers target intent outside of search. According to the company, the strongest intent signals on the web are users' interests expressed by prior search queries, signals from the content of the experience in which they're at at any given point, and user actions like looking for products or taking actions on advertiser sites.
Bing's new native ads make use of all of these and combine them with "naive experiences," which the company says are relevant and natural. Here are some examples on MSN:
The ads also offers the same targeting or bid boosting functionality that's already available from Bing Ads. This includes location, device type, time of day, day of week, and site remarketing.
"Bing Native Ads is a native offering optimized for search advertisers," says Bing's Raj Kapoor. "Therefore ease of use for search advertisers is a key aspect of the product design. Search advertisers focus their efforts on optimizing the relevance and ROI of their campaigns using search ad platform workflows, interfaces, and reporting. The management and controls for Bing Native Ads are fully integrated with standard Bing Ads workflows, and all the advertiser interfaces, reporting and conversion tracking available from Bing Ads platform are available for Bing Native Ads. This makes it very easy and effortless for search advertisers to take advantage of this native offering and expand their reach targeting user intent."
"Bing Native Ads are designed to deliver good ROI for advertisers leveraging intent signals & algorithms, and also come with bid modifiers for advertisers to manage their participation in and ROI from native ads," Kapoor adds.
The ads will display on MSn in the U.S. at first. Presumably they'll be expanded to other markets later in the year.
Images via Bing