MSN looks to fuel innovation in online advertising in the US

MUMBAI: The Microsoft Network (MSN) aims to ignite innovation in online advertising with a new programme in the US.

The programe teams creative minds in advertising with its own top talents and advanced technology. The aim is to develop online advertising breakthroughs.


The programme gives creative people in the print, broadcast and outdoor advertising arenas a free rein to push the boundaries of online marketing on coveted advertising space on the Internet.

MSN marketing director Eric Hadley added, "Of all the media options available to marketers today, online offers the richest palette of options for reaching consumers. They are sight, sound, motion and interactivity along with the high-end demographic advertisers covet. However it is not being used to its greatest potential.

"The Creative Connection Programme offers the leading creative directors and marketing experts the creative freedom, along with the paint, canvas, and technical support necessary, to take the medium to an entirely new level of brand storytelling."

Each of the creative directors and agencies taking part in the programme will develop fully integrated advertising campaigns for the client of their choice. There will be an online component that utilises the resources and talent offered by the MSN creative Custom Solutions team.

The campaigns will begin appearing later this year with online ads placed across the MSN network and in premium advertising space including MSN Video, and possible new areas specific to the advertisers' needs. MSN will conduct a road show in the US. The multiple-city media tour will credit the featured clients and provide a sneak peek at the newly created campaigns before their debut on MSN.

Creative directors Alex Bogusky of Crispin Porter + Bogusky, Kathy Delaney of Deutsch and Ty Montague and Todd Waterbury of Wieden+Kennedy New York along with others at their agencies will bring their brand-building talents to the latest MSN effort.

Bogusky added, "The days of traditional advertising on traditional media alone are over. The MSN programme allows us to explore new ways to reach consumers. It allows us to really push the boundaries with online advertising in ways we might not have been able to do without support from MSN."

The programme comes on the heels of the March announcement of findings from the Advertising Accountability research study. The study which was sponsored by MSN demonstrated that online advertising was a critical part of the media mix.

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