Microsoft Advertising is testing a new feature called Image Animation. The tool uses Copilot to turn static images into short animated videos. The update is in a global pilot, except in mainland China, and runs through Ads Studio’s video templates.

This brings Microsoft into the same conversation as other platforms that are already building AI tools to help advertisers work with video assets.

How Copilot generates short videos from existing images

According to Microsoft, advertisers can use the Image Animation tool to convert existing still assets into a moving format without needing a full video shoot or manual editing.

The idea is that advertisers can upload the images they already have, and Copilot will generate a short animated clip. Microsoft says Copilot can automate the creation of large-scale, customized assets for local markets and multiple campaign needs.

This update connects to a wider shift in how advertisers approach video. Industry research shows that the average American spends more than four hours each day watching digital video. EMarketer also projected that the time spent on digital video in the U.S. will increase by 9 minutes this year. 

Major platforms have been reacting to this by rolling out AI features built around video creation. Pinterest launched Performance+ Creative last year to turn simple product images into lifestyle visuals. Meta has been testing generative tools that turn static visuals into short video clips. Google also added generative capabilities to Asset Studio in October. Microsoft’s new feature sits within this trend of AI video experimentation across the ad industry.

Microsoft adds a Performance Comparison analysis tool

Microsoft also introduced a Performance Comparison tool. The company says the feature will enable advertisers to look at performance trends over time or compare two different assets. It also supports campaign benchmarking across several time frames, including year over year, quarter over quarter, month over month, week over week, and day over day.

According to Microsoft, advertisers can also compare A/B test groups to see how a test is progressing. The tool can review multi-month performance for quick campaign recaps and can highlight top or lowest-performing keywords, ads, ad groups, and campaigns.

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