Microsoft has launched a new advertising pilot program that allows businesses authorized to provide some government services to use Microsoft Ads to reach customers. This creates new marketing opportunities for many local businesses that provide government services such as vehicle title and registration.
The program starts today and is limited to the Microsoft Advertising Search Network and Microsoft Audience Network in the United States.
The program allows authorized third-party providers of select government services to reach the Microsoft Search Network audience of 120 million unique PC users who perform 7.6 billion searches per month in the United States. , representing 38.1% of the PC market share. This viewer typically spends 32% more than the average Internet user.
Microsoft serves ads from authorized service providers on Microsoft products such as Cortana, Office, Bing, and Edge, as well as partner websites such as AOL, The Wall Street Journal, Fox Business, and MSN.
This pilot program is an important step for Microsoft as it explores new opportunities for advertising within the government services space.
This program only allows advertisers for certain government services from approved providers. These services include recreational passes/licenses (hunting licenses, fishing licenses, national park passes, forest passes), vehicle registration and title services (registration renewals, lost title replacement, lost tab/sticker replacement) ), and important records (birth certificate). , death certificate, marriage certificate).
Other companies providing related government services must receive Microsoft approval to participate in the pilot program.
Advertisers must comply with all Microsoft Advertising Policies and relevant state regulations and licensing requirements.
Previously, third-party providers of government services were not allowed as part of Microsoft Advertising policies regarding information integrity and misleading messages.
Advertisers may not impersonate a government agency, claim false affiliation with a government agency, or use similar colors, logos, or domain names as described in the Restricted Government Products and Services Policy. You may not promote websites that appear to be associated with official government pages.
Interested advertisers must apply for the pilot program and provide the following information:
- The product or service you are trying to promote.
- A list of conditions covered by each product or service.
- Evidence of approval for each product or service in the applicable state in which it is advertised.
The announcement comes a day after Google Ads postponed implementation of a new policy regarding direct retrieval of government documents and services. These advertising policy changes come at a time when economic uncertainty is reducing U.S. advertising spending expectations.
Featured image: sdx15/Shutterstock
