Cross-screen Bulmers ad uses Microsoft ID tech

Bulmers, the fruity refreshment, has released a groundbreaking UK campaign using new Microsoft technology that ensures people never see the same ad twice.

Bulmers has created five different pieces of content for the five flavours of its cider as part of its “live colourful” campaign integrated with Microsoft’s “creative sequencing” technology.

The new tech targets users across multiple screens using their Microsoft ID. The technology recognises when the same user is logged into different Microsoft services across devices.

Owen Sagness, the general manager of Microsoft Advertising & Online UK, said: “By being able to know what device people are using and what creative they have already seen on each screen, we can tell a story sequentially across all of people’s devices and reach them with the most relevant creative at the most relevant moment.

“Cross-device creative sequencing also prevents consumers from being bombarded by the exact same message every time. It’s up to us as an industry to make sure we’re not showing them the same thing over and over again, ensuring campaigns remain as premium as possible.”