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4TECHNOLOGY & TELECOMSThe market for new devices grows more competitiveas consumers become more price conscious. In recenttimes, the pressure to recoup the investments that gointo developing new technology has become increasinglyfierce. Microsoft Advertising is helping manufacturersto extend awareness among key audiences whenlaunching products, such as Canon’s Freefilming ingamecampaign orMotorola’s Air Guitarchampionships,ultimately helpingthem win the battleto influence earlyadopters and builddeeper connectionswith consumers.