While Microsoft (NSDQ: MSFT) is beefing up Xbox Live with social networking tools and more video content for gamers, it’s also adding a plethora of new ways for advertisers to reach them. The newest option will be IAB-standard rich media ads, which the company plans to roll out later this year, according to Mediapost. The addition of rich media support — including Microsoft’s Silverlight — will make it easier for agencies to create multi-platform campaigns (online, mobile and Xbox Live) without needing to develop separate creative just for the Xbox.
Silverlight, Microsoft’s programming language/browser application that competes with Adobe (NSDQ: ADBE) Flash, lets developers create interactive content like ads, movie trailers and games. Through Silverlight, marketers will be able to plug HD-quality ads (1080p and 5.1 surround sound) into Xbox Live. Earlier this month, Microsoft added 30-second spots to Xbox Live with the premier of the 1 vs 100 live game show.