In a move which underscores the opening up of a new channel for brands to advertise products and services, Microsoft commenced the rollout of Internet Explorer (IE) access on its popular Xbox 360 entertainment system on Tuesday.

As a result of the rollout, Microsoft's IE browser will be accessible on the Xbox 360 gaming console via a dashboard; and will unfold a fresh mechanism for searching as well as viewing Internet content on bigger screens, via the company's Bing search engine.

Bing will also bring along the advantage of voice search results, via the Xbox's Kinect peripheral, for video across the Web, including YouTube videos. After Bing voice search came aboard the Xbox - following the last Xbox LIVE update - to enable the users to search for movies, TV shows, artists, actors, and directors, Microsoft made the `genre search' addition to the list this year to facilitate the users in their search for action, drama, romance, comedy, or sci-fi titles.

Noting that the IE-Xbox integration would pave the way for cross-channel ad targeting, Henry Park - executive director of search engine marketing at YP Holdings - said that IE's rollout across Xbox spells a notable advertising opportunity for several firms with established brands.

Pointing to the inability of some of the present-day companies to properly allocate attribution across various digital channels, Park said: "Finding companies that can help businesses properly set attribution will be a key to making these new media channels work for businesses."