Microsoft announced the launch of mobile advertising on its range of MSN Mobile services in US, with mobile advertising already existing on MSN sites for users in Japan and some European countries. Advertisers will be able to extend their ad campaigns onto the mobile sites using technology gained by the acquisition of ScreenTonic in May 2007, as well as the aQuantive deal. Intial advertisers at launch are Paramount Pictures, Jaguar and Bank of America – Phil Holden has screenshots showing how the ads will appear.
“Microsoft is continuing to make significant investments in the MSN Mobile portal, adding new services and content that enhance the mobile experience and make it one of the best in the industry,” said Joanne Bradford, corporate vice president and chief media officer of MSN. “By incorporating advertising on MSN Mobile, we are allowing advertisers to extend their existing campaigns from PCs to games and now to mobile phones, further delivering on our vision to extend advertising across multiple platforms and devices.”
Through technology created by Microsoft’s Advertiser & Publisher Solutions Group and by the acquisition of ScreenTonic SA, a leader in mobile advertising in Europe, MSN Mobile is now able to provide ad placements that optimize the customer experience and provide advertisers with a new way to reach out to the ever-growing number of mobile consumers. This announcement builds on Microsoft’s initial mobile display advertising offerings that are currently available in Belgium, France, Japan, Spain and the U.K.
“Paramount Pictures and Bad Robot are both innovation leaders in their own right, so when we partnered on the upcoming film ‘Cloverfield,’ we wanted to find cutting-edge ways to market the film,” said Amy Powell, senior vice president of Interactive Marketing at Paramount Pictures. “We released an exclusive film clip along with a contest whereby the person with the most clip views will be the first one to see the movie before its release on Jan. 18. We’re very excited to partner with MSN Mobile on this promotion because it extends our reach and connects us with our audience on an additional digital touch point.” [Full PressPass]
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