Microsoft Advertising and BAT team up to offer Star-Studded Campaigns
Microsoft Advertising and Brand Affinity Technologies Inc. (BAT), the company bringing athlete and celebrity endorsements to the Web, have teamed up to provide U.S. advertisers of all sizes and budgets with the opportunity to increase the brand performance and effectiveness of their online marketing campaigns through targeted digital advertising endorsements.
Because of Microsoft Advertising's comprehensive advertiser and publisher portfolio, BAT has chosen Microsoft Advertising to be its first preferred online publisher portal. Using BAT's Platform, advertisers and agencies can easily secure talent and launch national and locally targeted campaigns in a matter of days.
BAT's growing platform currently includes more than 2000 athletes and celebrities, with athletes representing every major professional sport in the U.S. Advertisers use BAT Affinity Ratings, which are based on a detailed analysis of performance and positive and negative consumer associations, to help determine the best celebrity talent endorsement for their campaigns. BAT's Platform then guides advertisers through every step of the automated agreement and approval process. Using BAT's fully rights-managed, high-quality video and still creative assets, advertisers and agencies can easily and efficiently build online brand and advertising campaigns.
"Historically, endorsements were only obtainable for the largest advertisers and a handful of celebrities and athletes," said Ryan Steelberg, president and CEO of Brand Affinity Technologies. "Now, it is easy for national and local advertisers and talent alike to benefit from the recognition and passion that consumers have for their favorite athletes and stars. For example, advertisers can quickly capitalize on the proven power of endorsement marketing by targeting locally and using celebrity association both pre- and post-click. These are opportunities that can only be achieved in scale online, and the relationship with Microsoft Advertising and its valued network of partners is one of the ways we will open this new market of online endorsement advertising to advertisers of all sizes."
"It's a perfect match - advertisers can quickly create star-studded campaigns that help improve online ad performance, while Microsoft helps connect them with audiences who seek new ways to associate with their favorite celebrities," said Keith Lorizio, vice president of U.S. advertising sales for Microsoft Advertising. "We're thrilled to be the first portal to team with BAT to let advertisers easily access the power of a celebrity or athlete's brand."