(21 February 2008 4:00 pm)

MUMBAI: With a view to simplifying digital advertising and creating a larger "ecosystem" connecting advertisers and publishers, Microsoft has announced the launch of its digital advertising platform in India.

Called Microsoft Digital Advertising Solutions, the platform was launched in India with four partners - Bollywood Hungama, Equity Master, HDFC Securities, and Facebook. The platform will, thus, have a presence in entertainment, finance and social networking.

Microsoft also launched its video ad platform with MSN Video and its mobile advertising initiative. The platform will provide display, contextual and video ad solutions for the partners.

NDTV Media, the sales partner for the Microsoft Digital Advertising Solutions, will bring advertisers to the platform.

Microsoft Digital Advertising Solutions' India head Rajnish said, "Our objective in launching this platform is to connect the advertisers with the audience. We hope that the ecosystem we create today helps the industry and unlocks the value." He also said that Microsoft's "strategic relationship with NDTV Media started 3 years back."

NDTV Media COO Neeraj Dutt said, "Over the years, we've noticed a transition happening in print and other media, and with satellite evolution, the digital space is growing by leaps and bounds; the same is the case with digital media."

"Microsoft Digital Advertising Solutions will help grow the overall online ad market in India by bringing traditional advertisers to the new ad platform. This new platform will enable NDTV Media to expand the number of advertisers by several folds. Our target is to have 750+ advertisers on the platform by the end of this calendar year," Dutt added.

Speaking on the occasion, Microsoft India country manager (online services) Jaspreet Bindra said, "With more than 200+ million mobile phones in the country, advertising solutions on mobile will help grow the advertiser base."

He added, "Through this new platform, we're bringing yield management, and our mobile advertising will monetize mobile content. We're treating the internet as a 'brand-building medium,' which will allow advertisers to build their brands online."

The financial terms or projected revenue details of the platform were not disclosed.

In the US, Microsoft's digital advertising partners include Facebook and Wall Street Journal, among others. More information about Microsoft Digital Advertising Solutions is available at advertising.microsoft.com.