Streaming and B2B Microsoft Audience Network activation of COVID-19 trendsTech & Telco

1 Industry trend – B2B Technology

2 Microsoft Audience Network activation – B2B Technology

3 Industry trend – B2C Technology

4 Microsoft Audience Network activation – B2C Technology

5 Marketplace rebound signals

Agenda

Search trends and Microsoft Audience Network activation:B2B Technology

General ‘remote work’ and ‘work from home’ (‘wfh’) searches have increased dramaticallySearch volume over time

Proprietary Bing Source Data

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2020 Searches 2020 Pre-Covid Forecast 2019 Searches

Teleconferencing is trending up

‘teleconferencing’ searches

+615% vs. forecast post-COVID-19

+805%vs. last year post-COVID-19

Source: Microsoft Advertising Internal Data, Jan – Mar, 2019 v. 2020

Post-COVID-19Pre-COVID-19a

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Productivity tool related brand term search volume and clicks have increased

Proprietary Bing Source Data

Search volume – brand terms

Click volume – brand terms

Top brand queriesSearch volume has increased 68% in the past 3 weeks

Click volume has increased 134% in the past 3 weeks

Click volume – nonbrand terms

Productivity tool related nonbrand search volume and clicks have increased

Proprietary Bing Source Data

Search volume – nonbrand terms

Top nonbrand queries Search volume has increased 138% in the past 3 weeks

Click volume has increased 85% in the past 3 weeks

Increased search and click volume for digitization queries shows a heightened interest in establishing online presences post-COVID-19

Proprietary Bing Source Data

Pre-COVID-19 Post-COVID-19

Microsoft Audience Network activation – B2B Technology

Tech & Telco advertisers represent a small but growing segment on the Microsoft Audience Network

Tech & Telco still offers advertisers a relative first mover advantage in reaching users on the

Microsoft Audience Network

Microsoft Audience Network efficiency for Tech & Telco is improving

Audience Network cost-per click (CPC) for Tech & Telco advertisers has

decreased since March

Audience Network click-through rate (CTR) for Tech & Telco advertisers has

increased since March

Reach a business audience on Microsoft Audience Network using In-Market Segments

Proprietary Bing Source Data

B2B Technology Audiences can help you reach millions on the Microsoft Audience Network

Using a variety of signals, Microsoft curates audience targeting segments for B2B technology advertisers across

multiple products and categories

Remember that B2B users are also B2C consumers

Consumers in market for your product...2.54MUsers who are in market for CRM Solutions….

…Are also in market for others55% are also in market for Travel

40% are also in market for Computer Accessories

15% CTR*Ads shown to LinkedIn Profile Targeting audiences saw up to a 15% greater click-through rate (CTR) than the same ads shown to non-audience targeted users

42% CVR*Ads shown to LinkedIn Profile Targeting audiences saw up to a 42% greater conversion rate (CVR) than the same ads shown to non-audience targeted users

*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.

Industry, Company, and Job Function Targeting can help target niche segments

Reach a Business Audience on Microsoft Audience Network using LinkedIn Profile Targeting

*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.

Industry, Company, and Job Function Targeting can help target niche segments

Reach a Business Audience on Microsoft Audience Network using LinkedIn Profile Targeting

Industry Job function Company

Respond to COVID-19 trends in Native

Maximize reach of Corporate Social

Responsibility campaigns by reaching targeted

audiences in premium environments with the

Microsoft Audience Network

Amplify corporate messaging with targeted reach

*Microsoft internal data, 1/1/2020 – 4/25/2020, Microsoft Audience Network, B2B Services, Tech & Telco L1 Vertical, L2 including E-Business, Engineering & Technology, Security, Technology, Web Services

Apply bid modifiers to individual segments to maintain efficiency Activate across targeting features to maximize reach and click volume

Product Audiences, Device Targeting, and Location Targeting offer the lowest

CPC for B2B Technology advertisers

Remarketing, Custom, and Similar Audiences generate the highest CTR

for B2B Technology advertisers

Microsoft Audience Network exposure drives lift on search

Lift in impressions post-exposure1

Lift in clicks post-exposure1

+62%

+80%

+20%

+25%

+42%

+69%

+35%

+19%

1. Jan 2019 – Feb 2020; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network.

- This is based on a sample of our pilot advertisers and is not a marketplace lift- The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program

+29%

+55%

Search trends and Microsoft Audience Network activation:B2C Technology

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ACD

Trended searches of streaming brands(10-day average vs. 30-day average)

It’s not just seasonalityStarting mid-March, searches for streaming brands are above average compared to the 30-day average

Proprietary Bing Source DataBrand streaming terms included queries relating to the following brands: Amazon Prime Video, Apple TV, Disney Plus, HBO, Hulu, Netflix, SlingTV, YouTube

Trending search volume for March is up compared to the same period in previous years

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Proprietary Bing Source DataBrand streaming terms included queries relating to the following brands: Amazon Prime Video, Apple TV, Disney Plus, HBO, Hulu, Netflix, SlingTV, YouTube

February 28, 2020first U.S. COVID-19 death (WA)

Proprietary Bing Source Data March 1- March 16 2020COVID-19 timeline of events: https://www.worldatlas.com/articles/a-timeline-of-major-events-surrounding-the-covid-19-outbreak.html

February 29, 2020U.S. announces

travel restrictions

March 11, 2020COVID-19 declared a pandemic; U.S. bars travel from Europe

March 16, 2020shelter-in-place begins in many

U.S. cities

Cable & Internet/ISP clicks in March 2020

Internet and ISP-related clicks have recently spiked, and now outnumber clicks to Cable TV-related terms

5G searches continue to grow exponentially YoYThis has been largely driven by recent developments in 5G devices and infrastructure

Proprietary Bing Source Data

5G searches

Proprietary Bing Source Data

31/2019 2/28/2019 3/31/2019 4/30/2019 5/31/2019 6/30/2019 7/31/2019 8/31/2019 9/30/2019 10/31/2019 11/30/2019 12/31/2019 1/31/2020 2/29/2020

5G MACD analysis

5G volume is currently experiencing an upswingDespite the short down swing at the start of March, 5G momentum is back on the rise within the last few weeks and appears to be stronger than in 2019

Upward 5G search momentum (short-term trend is stronger

than long-term trend)

Downward 5G search momentum (short-term trend is weaker than

long-term trend)

5G searches for plans and carriers are driving the late growth

Proprietary Bing Source Data

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5G volume by percentage

PLANS CARRIER

Microsoft Audience Network activation – B2C Technology

Tech & Telco advertisers represent a small but growing segment on the Microsoft Audience Network

Tech & Telco still offers advertisers a relative first mover advantage in reaching users on the

Microsoft Audience Network

Audience Network efficiency for Tech & Telco is improving

Audience Network CPC for Tech & Telco advertisers has decreased since March

Audience Network CTR for Tech & Telco advertisers has increased since March

Reach a technology audience on Microsoft Audience Network using In-Market Segments

Proprietary Bing Source Data

Consumer Tech Audiences can help you reach millions on the Microsoft Audience Network

Using a variety of signals, Microsoft curates audience targeting segments for Consumer technology advertisers across

multiple products and categories

Technology users are also consumers for other products

Consumers in market for your product...8.2MUsers who are in market for Mobile Phone Service….

…Are also in market for others51% are also in market for Moving & Relocation

39% are also in market for Toys & Games

*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.

Industry, Company, and Job Function targeting can help target niche segments

Reach a technology audience on Microsoft Audience Network using LinkedIn Targeting

Industry Job Function Company

*Microsoft internal data, 1/1/2020 – 4/25/2020, Microsoft Audience Network, B2B Services, Tech & Telco L1 Vertical, L2 including E-Business, Engineering & Technology, Security, Technology, Web Services

Apply bid modifiers to individual segments to maintain efficiency Activate across targeting features to maximize reach and click volume

Product Audiences, Location Targeting, and Device Targeting offer the lowest CPC for B2C Technology Advertisers

Remarketing, Custom, and Product Audiences generate the highest CTR

for B2B Technology advertisers

Respond to COVID-19 trends in Native

Respond to increased demand for Technology

products by reaching targeted audiences in

premium environments with the Microsoft Audience Network

Amplify Marketing for high demand product

Increasing demand for High Speed

Internet

Increasing demand for Home Office

Technology

Increasing demand for Home Fitness

Technology

Microsoft Audience Network exposure drives lift on search

Lift in impressions post-exposure1

Lift in clicks post-exposure1

+62%

+80%

+20%

+25%

+42%

+69%

+35%

+19%

1. Jan 2019 – Feb 2020; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network.

- This is based on a sample of our pilot advertisers and is not a marketplace lift- The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program

+29%

+55%

Marketplace signals – U.S. short window

Data: Microsoft Advertising Internal

Sub-category Signal

Technology

Telecommunications

Web Services

Signal guide

Marketplace index is showing positive momentum

Marketplace index is showing some stability

Marketplace index is showing negative momentum

Median of April ‘19 and April ’183, 5, 8, 10, 12, 15-day moving averages30, 35, 40, 45, 50, 55-day moving averages

Median of April ‘19 and April ’183, 5, 8, 10, 12, 15-day moving averages30, 35, 40, 45, 50, 55-day moving averages

Strategies and recommendations

Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19