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09.25.06
Microsoft Readies Its Google Killer
 By David A. Utter
During the Advertising Week 2006 conference, Microsoft will debut the global launch of its digital advertising platform, which will encompass platforms from the PC to mobile devices to the Xbox gaming system.
Microsoft fancies itself the noble knight of Saint George and the Dragon legend, while few can dispute Google's place as the powerful devourer of the online advertising business. At stake is the hand of Princess Profit, and her dowry of ad dollars numbers in the billions.
Instead of the city of Selene, Microsoft corporate VP Joanne Bradford will head to New York instead, to announce the Microsoft brand strategy for its Digital Advertising Solutions business.
News of Office Online also marked the occasion. Microsoft plans to relaunch Office Online with productivity tools that will be paired with the business-oriented Office Live service.
That disclosure included this synopsis of Office Online:
Office Online provides the business tools customers need to enhance their productivity. It offers the standard Word, Excel and PowerPoint programs found in the software package, with the additional benefit of downloadable products and services.
The current Office Online only offers add-ons for users of the shrinkwrapped productivity suite, so it appears that Microsoft will finally meet Google's challenge in the online application area when the new version launches.
Microsoft claims it can touch a combined reach of 112 million unique users per month with its cross-platform strategy. Bradford talked more about Microsoft's bold challenge to the ad industry in a statement about their advertising business:
"As today's consumers spend more and more time online across various digital devices like mobile phones and video games, advertisers are finding they can no longer reach their entire target audience by advertising on a single medium," she said.
"Microsoft is uniquely positioned because of our extensive global audience, high level of consumer engagement, and engaging ad opportunities across Microsoft's platform to connect advertisers with a million different audiences of one. We're addressing the reality of media fragmentation and enabling advertisers to get back to what they do best: creating engaging and creative ads."
The age of the family sitting around the television to watch one of three channels and see all the ads in commercials has long faded into history. Instead, Microsoft wants to be a single point of contact for advertisers to reach consumers through a multitude of media channels.
Only a couple of those channels will be available immediately. MSN and Windows Live, Microsoft's portals for the online community, are the first options for advertisers. Microsoft expects to have options to reach Xbox and the Office Online community soon, followed by Windows Mobile and Microsoft IPTV.
The takeaway from Microsoft's announcement is their true cross-platform solution has not arrived yet. While Microsoft's vision offers an encouraging look at the future for online advertising, it is not complete yet.
The first step to slaying the Google dragon won't be a spear strike to a vulnerable point, but more of a feint and defend with its Advertising Week announcement. Make no mistake, though, the company is moving to sharpen their attack in the future.
About the Author:
David Utter is a staff writer for WebProNews covering technology and business.
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