Microsoft Corporation (NASDAQ: MSFT) today struck back at its nemesis Google Inc. (NASDAQ: GOOG), announcing a new advertising offering that will let companies connect to people through their PCs, Xboxes, mobile phones and personal digitial assistants.
Microsoft Digital Advertising Solutions, which the largest software maker will discuss today at the Advertising Week conference in New York, underscores how eager the company is to gets its share of the dollars that are flowing online from traditional media. Earlier this year Microsoft unveiled some well-received improvements to its MSN search engine. It also signed an advertising deal with the red-hot social networking site Facebook. The Wall Street Journal reported last week that Microsoft tried to buy Facebook though now the startup is in talks with Yahoo! (NASDAQ: YHOO).
"Microsoft's advertising business is growing quickly and becoming more sophisticated," says Joanne Bradford, Microsoft's corporate vice president of sales and marketing, in a press release. "It is our responsibility to clearly articulate to advertisers how they can apply our broad set of assets and relationships to reach consumers across the many digital touch points of their day."
Microsoft is putting all of its digital advertising eggs, including MSN and Windows Live, in one basket to ``better package its multiplying offerings'' to media buyers, according to the trade publication Media Week. Nonetheless, this is a fine line for the Redmond, Wash. company to walk.
I suspect that people aren't going to be thrilled to see advertisements in places where they aren't used to them. Plus, Microsoft will have to be careful that it doesn't put too many banners in one spot because advertisers don't want to annoy consumers either or have their messages get lost amidst clutter. Companies will have to get creative and design spots for new platforms instead of just repurposing television commercials.
Wall Street is plenty worried about Microsoft's online ad push. Chief Executive Steve Ballmer vowed last June to ``catch Google'' in terms of search relevancy in the next months, according to reports in Cnet and other media outlets. That's a mighty cocky attitude for the company that badly trails both Google and Yahoo! by a wide margin. His statement seemed to be just Bravado at the time.
Ballmer struck again in May. This time, he vowed to put $1.6 billion in MSN and its other online businesses. Investors paid attention and sent Microsoft's shares plummeting to their lowest level in five years, according to Bloomberg News. Analysts derided Ballmer for putting good money after bad and wondered whether he would ever catch Google. They also freetted about Google's efforts to steal Microsoft's core business through free offerings like spreadsheets and email. This coupled with the delays of the new Windows Vista system and worries about the economy made Microsoft the tech stock that Wall Street loved to hate. Between January and May, seven analysts downgraded the stock.
But a funny thing has happened lately. Microsoft is rebounding. The shares, which traded at $23.44 after Ballmer announced the big investment on May 4, recently traded at $26.79. A huge stock buyback and a boost in the dividend no doubt helped.
Don't take this as a sign that investors are thrilled witih Microsoft's online push. Sometimes even unpopular stocks get too cheap to ignore.