Skype plans a big social advertising update, starting first with Windows 8

Skype or Whatsapp, the popular messaging and video calling service, is preparing to launch a major update to its social advertising platform, according to sources familiar with the matter. The update, which is expected to roll out in the coming months, will focus on improving the user experience and delivering more relevant and engaging ads to Skype users.

One of the key features of the new social advertising platform is that it will be integrated with Windows 8, the latest operating system from Microsoft, which Skype acquired in 2011. This means that Skype users using Windows 8 devices will be able to see ads that They adapt to their interests, location and online behavior, as well as interacting with them directly from the Skype app.

For example, a Skype user planning a trip to Paris might see an ad for a hotel or flight deal in the Skype app and be able to book it with a few clicks without leaving the app. Alternatively, a Skype user interested in fashion could see an ad for a clothing brand or online store and be able to browse and purchase products from the app.

The new social advertising platform will also take advantage of the rich data that Skype has on its users, such as their age, gender, location, language and contacts. This will allow advertisers to target their ads more accurately and effectively, as well as measure the impact of their campaigns.

According to sources, Skype is currently testing the new social advertising platform with a select group of advertisers and partners, and plans to launch it publicly in the first half of 2024. Initially, the update will be available only to Windows 8 users, but Skype has the intention to expand it to other platforms and devices in the future.

Skype's decision to revamp its social advertising platform comes at a time when the company faces increasing competition from other messaging and video calling services, such as WhatsApp, Facebook Messenger, Zoom and Google Meet. By offering a more seamless and personalized advertising experience to its users, Skype hopes to retain and grow its user base, as well as generate more revenue from its advertising business.

Skype is one of the most popular platforms for calling and messaging, with 280 million monthly users enjoying its voice, video and chat features. But how does Skype make money with such a large and loyal user base? That's the question Microsoft, owner of Skype since 2011, is trying to answer.

Starting in 2013, Skype will introduce Skype Ads for Windows 8, a new advertising program that will offer multiple ways for brands to reach and interact with Skype users. Some of the new ad formats include:

– Ads that will appear in Skype users' conversations, similar to how Facebook shows sponsored posts in the news feed.

– Ads that will allow two Skype users to share sponsored content while talking on the platform, such as videos, games or coupons.

These new ads will complement existing ones Skype already has, such as home screen ads and conversation ads that appear when users make free Skype-to-Skype calls on Windows.

Skype says these new ads will be relevant, engaging and respectful of user privacy. The company also claims that the ads will not affect the quality or performance of the Skype service.

Skype hopes these new ads will help it generate more revenue from its huge user base, while providing value to both advertisers and users. The company says it will share more details about the new advertising program in the coming months.