Microsoft set to adopt more 'consultative' approach to online advertising campaigns for brand partners

The workshops focused on automotive and personal care sectors, discussing what consumers wanted from adverts and co-creating concepts that would operate across Microsoft's portfolio of devices and services, including Windows 8, Skype, Bing and Xbox in an effort to develop solutions for both brands and consumers.

As a result, Microsoft found that across both categories consumers wanted honest, transparent and authentic engagement while also creating interesting brand interactions that they could control.

Consumers also relayed this desire for personalised experiences that offered value, the need for seamless multiplatform interaction and the ability to share through social media.

Two prototype concept advertising campaigns were then devised using the insight, which the company is now sharing with clients.

"The way that we work with advertisers will become almost a consultative relationship. Before it was very transactional... we've gone much further without relationships with brand marketeers, with agencies and consumers to be early with the innovation. Now we can bring our scale, our technology, our innovation and our creativity to help them solve their brand problems and build solutions on our platforms so we can deliver seamless, innovative and creative solutions across the devices and the consumer journey," Andy Hart, vice president of Microsoft Advertising and online Europe told The Drum.

He stated that consumers were 'zoning out' of advertising that did not match their media consumption habits and that consumers were now aware that their attention had become a commodity and were unwilling to give it away for free.