Microsoft announced the opening its adCenter Incubation Lab (AdLab), a state-of-the-art research center in Bejing earlier today. AdLab is a joint project between MSN’s developing paid-advertising program adCenter and Microsoft Research. According to a Microsoft statement, the AdLab’s mission is to, “… research and incubate advanced technologies for MSN’s adCenter, designed to provide advertisers with rich targeting capabilities based on audience intelligence information.”
One of the technologies AdLab will be focused on is video hyperlink ads. The company claims it will be able to “detect product items displayed on a television screen during a show or commercial then zoom into products featured on the television screen and click through to detailed product descriptions and information on where the products can be bought.”
“Until now, there is no way for the user to actually interact with these ads in the video,” said Microsoft data-mining analyst Li Li in an interview with the Seattle Post-Intelligencer.
MSN is expected to release adCenter in the US in ealry June.