Rik van der Kooi, corporate VP of Microsoft advertising sales and marketing, will take the stage Jan. 19 to share Microsoft’s full vision for the future at Industry Preview in New York City.
Microsoft is betting on “screenless advertising.”
As voice-activated personal assistants like Cortana improve, consumers will use them not only for information, but to buy things. And once voice and chat become commonplace ways to purchase, so advertising will happen through this new medium of communication.
Consumer needs, expectations and technology will finally come together to enable “conversational commerce,” said Rik van der Kooi, corporate VP of Microsoft advertising sales and marketing. For Microsoft, this means an era of screenless advertising.
Besides focusing on the future of digital marketing, van der Kooi manages a business that spans search marketing and display advertising. Microsoft controls search marketing end-to-end. For display advertising, it handles everything up to the advertising sales process, when it hands off to AOL for direct sales and AppNexus for programmatic monetization.
Van der Kooi talked with AdExchanger.
Why does Microsoft see “screenless advertising” as its future?
RIK VAN DER KOOI: New devices, processing power available through cloud computing and machine learning improvements, and consumer needs [are coming together]. You see an evolution of chat-based environments, and the notion of wanting access to all of my information and the world’s information while I’m on the go.
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