Microsoft is making a significant move into UK programmatic video advertising, one of the fastest growing digital commercial sectors.
The US tech giant is launching Microsoft Video Network in the UK, which will allow advertisers to buy pre-roll video ads programmatically across its MSN content portal, along with 350 publishers that are part of the network.
Microsoft is lagging behind its rivals when it comes to video content and its advertising opportunities.
Rival Google owns YouTube while AOL boasts web advertising platform Adap.tv, which it has launched a programmatic network around.
However, Microsoft is aiming for Microsoft Video Network, which is supported by Nielsen, comScore and in-house data to help with targeting ads, to be a compelling sell to advertisers and help it win market share.
The network launches on Thursday in the UK, following its launch in the US, though Microsoft declined to name its publishing partners.
Owen Sagness, general manager of Microsoft Advertising & Online, UK, said: "Video is a hot topic and programmatic media trading is an area of massive growth for the industry. Over the past six years advertising budgets have significantly moved away from traditional TV and into online video, as audiences migrate to multiscreen and video on demand.
"With the supply and demand model driving efficiency and ROI for brands, automated buying will continue to become more important for advertisers looking to keep up with the consumers' online behaviour day in, day out."
While programmatic trading is well established in the digital display market, it is now growing fast in video.
According to global research specialist IHS, programmatic video ad buying across the UK, Spain, Germany, France and Italy is growing at an average of 77% a year and will be worth €627m by 2017.
Separately, video advertising specialist BrightRoll has recruited one of the key architect's behind the commercial success of Mail Online to head up its UK and European business to focus on growing programmatic video revenues.
Andy Mitchell spent six years at Mail Online as managing director of AnyMedia, Daily Mail & General Trust's advertising network and technology division. Mitchell oversaw behavioural targeting and also developed and designed digital advertising teams at Mail Online.
Mitchell is joining BrightRoll in the new London-based role of managing director Europe and will be responsible for heading up sales strategy and development, as BrightRoll looks to drive up usage of programmatic video trading in the region.
Mitchell said: "The Brightroll platform is unique in that it unites buyers and sellers in a single marketplace, which creates significant efficiencies. I am very much looking forward to helping advertisers and publishers realise the value of direct programmatic transactions."
Mitchell left Mail Online last year and subsequently worked at B2B video network Rightster before joining BrightRoll.
BrightRoll is one of the largest video advertising networks in the US. It launched in the UK in 2009.
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