Microsoft Scores Upfront Video Advertising Deal With Starcom MediaVest

Microsoft has inked a video advertising agreement with Starcom MediaVest Group (SMG) that gives the agency and its clients access to premium video inventory across Microsoft’s portfolio of digital advertising assets which includes Xbox, Skype, Ads in Apps on Windows 8, MSN and the Microsoft Video Ad Network.

“Through our suite of devices and services, we can deliver a true cross-screen, premium video advertising experience at-scale that will unlock new opportunities to truly enhance brand connections with consumers,” said Stephen Kim, vice president for Global Agencies for Microsoft Advertising.

Starcom MediaVest clients will be given access to an audience base that reaches more than 78 percent of the US internet audience, according to Microsoft. It’s another sign of the growing importance of digital video opportunities, now available across all types devices, for advertisers and capabilities that are finally blurring the distinction between digital and traditional TV media buys. The deal affords SMG ways execute, buy and measure video ad campaigns “as they do with linear TV media”.

“People consume video across all kinds of screens all times of the day, so it’s essential we create solutions for advertisers to help find people wherever they may be and determine how to scale creative ads across devices,” said Ritu Trivedi, managing director, Digital Marketplace at MediaVest. “This agreement will help us deliver on this need by leveraging the scale and breadth Microsoft can offer.”

SMG will also get early looks at any new video capabilities on Microsoft’s platforms.

On the analytics end, the two companies will be working with third-party firms to work on new ways to measure non-browser based video campaigns on Microsoft platforms including Windows 8 and Xbox. SMG will have early access to analysis from Microsoft’s Research and Insights group.

Similar video advertising deals have been struck with Google last October and with Yahoo last November. Microsoft’s platform portfolio may offer more unique video experiences that brands will find appealing. Financial terms were not disclosed.

According to executives of both companies, the agreement aligns with Microsoft’s “one video” vision and SMG’s vision for delivering integrated video ad experiences across multiple screens.