Microsoft announces NUads for Xbox, customer plans

Microsoft (Nasdaq: MSFT) this week formally announced availability of its NUads interactive-TV advertising platform for Xbox Live, along with three major advertiser customers already working with the new format.

The software and game console giant said Toyota (NYSE: TM), Unilever (NYSE: UN) and Samsung Mobile USA are the first companies using NUads to develop 30-second interactive TV spots that will debut this fall.

The new platform allows Xbox Live users to engage with the TV ads  by using their Microsoft Kinect voice and gesture controls. For example, in the Toyota "Reinvented" ad being developed, viewers are asked what would like to see reinvented, and can use Kinect to immediately provide feedback that Toyota may use for future ad campaigns.

Microsoft has been edging into an interactive-TV advertising sector that the cable-TV industry has mostly stumbled around in for the last several years.

Like earlier concerns that Microsoft could empower broadcasters to bypass cable-TV providers to launch their own virtual cable services through the Xbox platform, there has been some concern about how the company's ad strategy would impact the cable-TV industry's own efforts. However, the fact that Microsoft also is offering content from providers like Comcast through the Xbox should help assuage concerns, somewhat.

For more:
 - see the release

Related articles:
Microsoft Xbox delivers programming from Comcast, others
Microsoft has been nudging Xbox into interactive advertising

WHITEPAPER

How To Lower the Cost of Ownership of Your Cable Access Network

This white paper presents a cost analysis of a virtualized cable modem termination system (CMTS) deployed in a distributed access architecture (DAA). Learn how to eliminate traditional CMTS constraints, efficiently enhance your network performance and more.

Suggested Articles

WarnerMedia scored a key HBO Max distribution deal with Comcast just as it launched in May. Nearly six months later, there still isn’t an app.

Comcast is planning new data caps and video service price increases for its subscribers in 2021.

The Apple TV remote is an often reviled peripheral device. Universal Electronics has taken it upon itself to create a different option.