Microsoft has upped the ante against Google and Yahoo, by opening an advertising laboratory in Beijing that will develop technologies for its upcoming MSN AdCenter which will offer paid search, analytical tools and other services for advertisers.
AdCenter Incubation Lab or AdLab, opened in Beijing, has reportedly hired over 50 researchers to work on about 40 technologies for advertising through video, television, and mobile, at points where these media intersect with the Internet.
AdLab was unveiled this week, during Microsoft's AdCenter Demo Fest at its Redmond, Washington headquarters.
Among the technologies highlighted at the fest were "video hyperlink ads," which can detect products displayed on television screens during shows or commercials. Consumers can zoom into the products and click-through to detailed information on where these can be bought.
For example, viewers of "Sex and the City" can click on Carrie Bradshaw's designer shoes as she sashays down a New York street, and get transported to advertisements for these products.
Microsoft's AdCenter - currently being tested in the United States, is expected to launch there in spring.
With AdCenter, Microsoft intends to help advertisers more effectively market their products to online audiences. The technology also includes a system for selling sponsored search results on the MSN Search engine, a task which is currently out-sourced to Yahoo.
As of now Microsoft remains a distant third in the business of online search; however Tarek Najm, general manager, AdCenter, says that the company is determined to establish itself as the top leader in this space.
source: www.techtree.com
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