- Microsoft Advertising

Transcription

Committed to helping you meet
the challenges of a changing
digital media landscape head-on.
That’s your
Microsoft Advertising.
You dream it. We deliver it.
Table of contents
Why digital?
3
Why Microsoft Advertising?
4
Brand media solutions
5
Audience media solutions
6
Performance media solutions
7
Microsoft Advertising properties
8
- MSN Canada home page
9
- MSN astrology
10
- MSN autos
11
- MSN entertainment
12
- MSN games
14
- MSN lifestyle
15
- MSN money
17
- MSN music
18
- MSN news
19
- MSN shopping
20
- MSN sports
21
- MSN tech & gadgets
22
- MSN travel
23
- MSN video
24
- Windows Live™ Hotmail
25
- Windows Live™ Messenger
26
- MSN Mobile and Windows Live for mobile
27
- bing™ & Microsoft® adCenter
28
- Microsoft Media Network
29
- Xbox LIVE
33
®
®
2
Why digital?
You’ve probably heard about the growth
of digital advertising, but did you know
that Canada has some of the world’s most
committed Internet users, who spent 45
hours and more online in one month alone1?
How can you engage this valuable audience?
What is digital advertising—and what can it
offer your business?
What is Digital Advertising?
Digital advertising, also known as online
advertising, is a form of promotion that
delivers ads to Internet users via Web sites,
email, and ad-supported software. Ads can
also be delivered through applications like
Windows Live Messenger and Internetenabled cell phones.
What does Digital Advertising offer your business?
Digital advertising can help you achieve a number of your goals:
• Raising brand awareness or strengthening your brand position
in the marketplace
• Generating sales leads for your sales force
• Increasing your customer database for your
Customer Relationship Management campaigns
• Driving sales and purchases
1 eMarketer, February 2009
For more information, please call us at 1-800-985-4671 or visit advertising.microsoft.ca/learn-more
3
Why Microsoft Advertising?
We’re here to help you succeed. Let’s get to it.
Digital advertising is growing fast. In fact, it’s quickly become the most important, versatile and effective media
channel. The lightning pace of change means you’ll need to rely more than ever on a knowledgeable guide
that can offer you innovation, ideas and ways to cut through to customers—not to mention a relationship you
can trust. Microsoft Advertising delivers.
How? With access to more new and evolving digital media touchpoints, a presence in every major market in
the world and local teams committed to working with Canadian advertisers on their particular needs. In fact,
Microsoft Advertising offers unique knowledge, resources, solutions and fresh thinking to help drive your results.
Microsoft Advertising outperforms our closest competitors in a number of categories:
• MSN.ca is the most visited site within the Portals category in Canada1
• Microsoft sites are #1 in unique visits and reach of total Internet audience compared to Yahoo! sites and
Sympatico.ca sites2
• Our MSN.ca Home Page is #1 in unique visits and reach of total Internet audience compared to the
Sympatico.ca Home Page3
• Windows Live Messenger is #1 in the instant messaging category in reach and unique visits4
• Windows Live Hotmail is #1 in the email category in reach and unique visits5
• Windows Live is #1 for unique visits in the mobile category compared to Google Search and Facebook6
• Customers who click on bingTM* results are more likely to engage with your Web site7
From Nestle to Honda and Mitsubishi, we’ve worked with some of the top brands and agencies to drive
innovative campaigns and successful results. We’re here for the long haul and ready to listen. So give us a call
and let’s keep the conversation going.
Drive brand
awareness
Target your
customers
Whether you want to drive awareness,
target the right customers or call them
to action, Microsoft Advertising offers
you the right fit of powerful digital
media solutions.
Serve up action, and help drive down costs
1 Experian Hitwise, Most Popular Web sites in Computers and Internet, Portal Front Pages, ranked by Visits for the week ending January 30, 2010
2 comScore MediaMetrix December 2009, Portals
3 comScore MediaMetrix December 2009, Custom Data
4 comScore MediaMetrix December 2009, Services - Instant Messengers
5 comScore MediaMetrix December 2009, Services - email [Undup.]
6 Nielson Online, as cited in Press Release, June 3, 2009
7 comScore Canada, Quality of Click Conversion Study, March to May 2009. Based on Proportion of Click Throughs resulting in a Secure Session.
*Formerly Microsoft Live Search
4
Drive brand awareness
on three screens.
If there are so many ways to communicate, why do audiences seem harder to reach?
At every digital touchpoint, across a unique and powerful mix of premium Web,
mobile and gaming properties, we offer brand experiences that engage your
audiences and maximize your brand’s awareness.
Microsoft Advertising offers a broad range of 3-screen brand media solutions:
• msn.ca delivers creative, cutting-edge technologies like rich media, video and custom integrations
• Windows Live™ Hotmail®/Windows Live™ Messenger spark conversations and impact your target
audience at the point of influence, where consumers plan, make decisions and keep their life in sync
• Microsoft Mobile Network extends your investment by targeting on-the-go consumers
and difficult-to-reach audiences
• bing™ helps you build additional awareness at a key point when customers are searching
for your brand or related products
Each solution works hard to extend reach and build your brand. Combining any or all helps drive a deep
level of engagement.
MSN.ca
Windows Live™ Hotmail®
Text messaging. Email. Blogs. Online search. Gaming.
Put your brand right where customers are engaged.
bing™
5
Target, connect and
drive deeper engagement.
Gone are the days when customers could be singled out with a handful of
demographic criteria. Audiences are more complex and so are the tools to target them.
Whether you’re targeting golf enthusiasts or small-business decision makers, Microsoft Advertising’s targeting
tools and knowledge base can help you reach the right audience to connect in ways that drive deeper, more
relevant conversations—and help increase your ROI.
Our targeted audience media solutions delivered through the Microsoft Media Network include:
• Profile – based on the full range of profiling criteria, from demographic and geographic to even preferred
browser and operating system
• Behavioural – pinpoint your target audience across every vertical, based on their interests, keyword searches,
the content they consume and their purchasing decision behaviour
• Re-messaging – help refine relevancy by tailoring messaging and offers to reach and connect with prospects
who have already engaged with your site or ad
Connect your message to your core audiences and drive deeper, more relevant conversations with Microsoft
Advertising’s audience targeting solutions.
MSN Autos
MSN Entertainment
MSN Music
Ensure your message reaches the right audience with Microsoft Advertising’s precision targeting.
6
Flexible and
creative solutions
that perform.
There’s never been more pressure to create
cost-effective, scalable campaigns that offer
more visibility into return on ad spend and
deliver leads and sales.
Through the Microsoft Media Network, Microsoft Advertising delivers high-quality reach and scale across trusted
sites, both Microsoft-owned and from top publishers in the Canadian market. We offer a wide selection of ROIbased performance media solutions that can drive action, generate reach, drive down acquisition costs and help
you achieve your performance objectives. And they don’t compromise flexibility, creativity or brand equity.
The performance portfolio includes:
• Flexible pay-per-performance options – like cost-per-click or cost-per-acquisition buys
• Search advertising through bing™ – ensure your consumers find your campaign when they search online
We can help you find the right mix of effective performance programs that serve up the actions you’re
looking for.
bing™
MSN.ca
Optimize your advertising’s performance with flexible
pay-for-performance models – including CPC and CPA buys.
7
A powerful mix of touchpoints
is how to reach your audiences.
Microsoft has always navigated the intersection of the consumer and technology. And as more and more
consumers spend more and more time online—and with multiple digital devices—we can help you reach them.
In fact, Microsoft Advertising can help you build your brand, maximize campaign performance and connect you with
your target consumers across multiple digital touchpoints. And no media provider can put it all together quite the
way Microsoft Advertising can.
MSN Canada home page
MSN astrology
MSN autos
MSN entertainment
MSN games
MSN lifestyle
MSN money
MSN music
MSN news
MSN shopping
MSN sports
MSN tech & gadgets
MSN travel
MSN video
8
home page
Connect with Canadians on
the MSN Canada Home Page
When it comes to the information that Canadians need throughout
the day and the tools that keep them connected, the MSN Canada
Home Page is a unique destination that has it all: Breaking news and
the latest financial information. Hotmail and Windows Live Messenger.
Easy access to the very best content from across the portal.
The clean, uncluttered design of the MSN Canada Home Page gives
users a taste of what’s most timely and relevant from the first glance.
Programmed in real time, the MSN Canada Home Page is the gateway
to our best-of-breed content and in-depth channels, offering a quick,
personalized experience that gets users to the tools and information
they need to make the most of their time online.
Why advertise on the MSN Canada Home Page?
•
Target our broadest audience through a variety of rich media
creative options
•
Video highlights, direct access to Hotmail and Messenger, in-line
stock quotes and indexes and the latest entertainment news
make the MSN Canada Home Page a one-stop destination for
an expansive range of users
•
The editorial focus on providing timely, current, credible
information as it happens makes the Home Page a must-visit
destination throughout the day for Canadians who want to be
in the know
Insight statistics: total Canada
•
MSN.ca is the most visited site within
the Portals category in Canada1
•
MSN Canada Home Page has 158%
more unique visits than Sympatico.ca
Home Page2
•
MSN Canada Home Page has 400%
more page views than Sympatico.ca
Home Page2
•
MSN Canada Home Page has 11x
more time spent than Sympatico.ca
Home Page2
Demographic Insights:
•
20% of UVs are aged 25-343
•
36% of UVs are aged 35-543
•
47.8 % of UVs are male3
•
52.2% of UVs are female3
•
55.2% of UVs have a household
income over $60K3
•
45.3% of UVs have children3
1 E xperian Hitwise, Most Popular Web sites in Computers and
Internet, Portal Front Pages, ranked by Visits for the week
ending January 30, 2010
2 comScore MediaMetrix December 2009, Custom Data
3 comScore MediaMetrix January 2010
9
astrology
A Break from the Daily Routine
Whether reading for fun or for insight into their future,
Canadians enjoy contemplating what could be around
the corner. MSN Canada Astrology offers astrological
fortunes based on sun signs, psychic advice, and other
future-looking services for these curious Canadians. MSN
Canada Astrology (astrology.msn.ca) is the destination,
and it provides the ideal venue for your message.
With interactive tarot card readings, subscriptions for
daily email horoscopes, and fun activities including a
dream dictionary and celebrity match game, MSN Canada
Astrology is a one-stop resource for people who let the
stars be their guide.
See a bright advertising future with MSN Canada Astrology!
Insight statistics – total Canada:
• 479,000 Unique Visits1
•
48.1% of UVs are aged 35-542
•
•
•
54% of UVs have a household income
over $60K2
•
47% of UVs have children2
1 comScore MediaMetrix – Total Canada, December 2009
10
autos
Reach Car Enthusiasts
on MSN Canada Autos
From the coolest new concept cars and racing news to practical information
on buying, selling and auto maintenance, MSN Canada Autos (autos.msn.ca)
is one of Canada’s premier destinations for car enthusiasts.
Consumers are increasingly turning to the Web for auto information—from
determining which makes and models offer the best in terms of safety and
fuel efficiency to getting automotive and driving advice from the pros. And
whether they’re a first-time buyer or an auto aficionado, MSN Canada
Autos attracts a broad audience of car lovers and mainstream users,
through great content and powerful research tools.
Coverage from trusted sources such as The Canadian Press and
contributors Jim Kenzie and John Leblanc, plus original features and
blogs from our in-house auto experts, create a premier experience aimed
at a vast range of auto users. And whether they’re seeking a luxury
automotive experience or trying to find a car that suits the whole family,
the range of tools and interactive vehicle comparison features help users
find their dream car or determine the cost of owning and maintaining it,
ensuring a comprehensive, useful experience both for users researching
cars or those actively looking to buy.
•
Connect with car buyers and owners at every decision point during
the car consideration–purchasing ownership lifecycle
•
Help drive users to take action through targeted sponsorships that
integrate your message into relevant content with highly visible
ad placements
•
Seasonal guides and coverage, plus targeted special opportunities
including auto shows across North America and Europe, Winter
Driving, Summer Road Trips and Green Driving guide
• 1,029,000 Unique Visits1
Insight statistics – French Canada:
•
•
•
•
income over $60K3
•
44% of UVs have children3
2 comScore MediaMetrix – French Canada, December 2009
11
entertainment
Be the Star of the Show with
MSN.ca Entertainment
Psst! Have you heard the buzz? MSN.ca Entertainment brings
entertainment buffs behind the velvet ropes and gets them
A-list access to all the news, juicy celebrity gossip, red-carpet
photos and in-depth profiles they crave.
MSN.ca Entertainment (entertainment.msn.ca) is a fresh, fun,
interactive entertainment destination, featuring the latest from
Hollywood, Hollywood North and beyond. What’s more, MSN.ca
Entertainment offers its own unique take, pairing up-to-the-minute
showbiz content with exclusive analysis and entertaining commentary
from our insider editors and columnists.
•
•
•
•
Celebs: The juiciest celebrity gossip and breaking celebrity news,
candid photos and paparazzi pics and videos of the biggest
names in showbiz, plus Celebutant—fresh gossip served up with a
healthy dose of sarcasm—make MSN.ca Entertainment a
must-visit destination for entertainment junkies.
MSN.ca Entertainment offers an engaging
multimedia experience, with video, blogs and
in-line commenting that allow users to do
more than just read about entertainment—
they get to be a part of the show.
•
of MSN.ca Entertainment and
best-of-breed content encourage
Movies: With all the latest reviews and casting news, sneak
previews and movie trailers, lively analysis, local movie listings
and plenty of star power, MSN.ca Entertainment offers a one-stop
destination for movie buffs.
•
TV: What’s tonight’s must-see TV show? MSN.ca Entertainment
keeps users in the know with the latest TV news, features and
interviews, as well as detailed TV listings and show synopses.
•
World-Class Events and Awards Show Coverage: Best bets,
insightful analysis, exclusive video and the hottest red-carpet
looks—MSN.ca Entertainment gives users insider access to A-list
events such as the Oscars and Toronto International Film Festival.
Dynamic rich media environment
high engagement
Align your brand with the brightest stars
and target users seeking the latest in
showbiz news and gossip
From major blockbuster premieres to
the starriest awards shows, put your
brand in the spotlight for users seeking
timely event-based content
12
entertainment
cont’d
Insight statistics: total Canada
Insight statistics: French Canada
•
3.5 Million Unique Visits
1
•
809,000 Unique Visits2
•
MSN.ca Entertainment has 216% more UVs than
the Sympatico.ca Entertainment Channel1
•
Reaches approx. 15.8% of total French Canada
Internet audience2
•
MSN.ca Entertainment has 295% more page views
than the Sympatico.ca Entertainment Channel1
•
MSN.ca Entertainment has 270% more
minutes spent than the Sympatico.ca
Entertainment Channel1
•
MSN.ca Entertainment reaches over 217%
more total Internet audience than Sympatico.ca
•
MSN.ca Entertainment grew by 16% in Unique
Visits from October to December1
Ranking Comparison
Our MSN.ca Entertainment Channel is #1 in
unique visitors compared to Sympatico.ca
Ranking Comparison
Our MSN.ca Entertainment Channel is #1 in
unique visitors compared to Sympatico.ca
•
•
•
•
55.4% of UVs have a household income
over $60K3
•
13
games
Make All the Right Moves
Puzzle games. Word and trivia games. Card and board games.
Pop culture games. Action and arcade games. Whatever the genre
of choice might be, when Canadians are looking for online computer
entertainment, MSN Canada Games (games.msn.ca) is the
destination, and it provides the ideal venue to engage gamers
with exciting advertising opportunities.
Whether they’re taking a break from their daily routines at home,
at work or at school, MSN Canada Games attracts Canadians who
enjoy testing their skills with computer games. Offering a huge
selection of both free and premium games such as TextTwist,
Bejeweled 2 and Messenger Checkers, MSN Canada Games provides
visitors with the opportunity to participate in online forums and play
with—and against—other online gamers.
Engage gamers with exciting advertising opportunities.
Sponsorships associate your brand with the coolest online games
and help drive users to engage with your message. Home Page
placements help drive home your message to a broad audience.
You can also leverage roadblocks and custom game opportunities,
so that as gamers play each other on Windows Live Messenger,
they can also engage with your brand.
•
•
•
•
income over $60K2
•
14
lifestyle
Turning Aspirations into Action
Look great. Feel better. Find your balance. Live the life you dream of.
Whether they’re looking to zero in on the hottest trends in fashion and
makeup, calm toddler temper tantrums or plan a romantic “date night,”
MSN Canada Lifestyle offers Canadians a great source of lifestyle
information designed to both engage and inspire.
With articles and features, photo
galleries, and tips and tools from
some of the most recognized and
trusted brands in Canada and the U.S.,
MSN Canada Lifestyle (lifestyle.msn.ca)
encompasses every aspect of living well,
including:
•
Beauty and fashion
•
Family and parenting
•
Food (from Delish.ca)
•
Love, sex and relationships
•
Home
•
Work life, friends, and the inner you
•
Health and fitness
• Over 2.4 Million Unique Visits1
• Reaches over 10% of total French Canada Internet audience2
15
lifestyle
cont’d
MSN Canada Lifestyle delivers an engaging, interactive
experience, pairing MSN Canada Lifestyle-exclusive
articles, blogs and best-of-breed features, with a
vibrant online community of users looking to turn
aspirations into action. Our Health and Fitness section
includes up-to-the-minute health headlines from The
Canadian Press, plus articles like our Enlightened Eater
column and galleries and tips to help Canadians eat
better, take an active role in managing their health,
and feel their best every day!
•
Align your message with positive, inspiring
content in a supportive, engaging online
environment
•
Expose your brand to proactive household
decision-makers
•
Target users poised to make major life changes:
new and expectant parents, home buyers and new
home owners
Our Beauty and Fashion section brings you up to date
on this season’s star styles in Hits and Misses. Also,
we have introduced our new Makeover Solution tool.
•
•
•
Attracting a dynamic audience of women looking to
stay informed on the subjects they care about most
and to connect with others who share these interests,
MSN Canada Lifestyle is designed to be an integral part
of users’ daily online experience.
•
54.3% of UVs have a household income over $60K3
•
MSN Canada Lifestyle is a premier destination for
better living—inside and out!
16
money
Bank on Success with
MSN Canada Money
Whether finding strategies to save up for a down payment on a first
home, or figuring out how to make the most of every dollar during
these volatile times, making sense of financial matters is no easy task.
And whether the economy is trending up or down, Canadians turn to a
brand they can bank on for solid money advice and up-to-the-minute
financial news.
Users of MSN Canada Money (money.msn.ca) depend on the site for the
news, information and tools they need to make smart money decisions.
With trusted content from The Canadian Press, Reuters and Forbes as well
as exclusive columns and blogs from noted experts, including Patricia
Lovett-Reid, Gordon Powers and Deirdre McMurdy, MSN Canada Money
helps Canadians stay informed on the issues that affect them where it
matters most—their wallets. Our robust set of financial calculators, moneyrelated quizzes and tips take users one step further in helping to make the
best money choices.
•
Target users as they make key financial decisions, with the RRSP
special, tax guide, home-buyer’s guide and more
•
Live stock quotes, savings calculators, the latest insurance quotes,
currency converters and rent vs. buy calculators are just some of
the tools that keep users coming back
•
Vibrant message boards, in-line commenting and our
EverydayMoney.ca blog allow users to connect with other moneysavvy Canadians and share investment and savings strategies
• Approx. 1.5 Million Unique Visits1
•
•
48.5% of UVs are male3
•
•
56.7% of UVs have a household income
over $60K3
•
17
music
Hit All the Right Notes with
MSN Canada Music
When it comes to music, everyone has their own unique taste.
And whether that taste runs towards big names like Britney
Spears and Madonna or emerging indie sounds, MSN Canada
Music (music.msn.ca) is a one-stop shop for music enthusiasts.
More than 40% of online Canadians visit music sites a few
times a month or more, looking to stay informed, and—most
importantly—entertained.1 With a database of more than
2 million songs and growing, plus the latest news, in-depth
features and interviews with artists and bands from Canada
and around the world, MSN Canada Music hits all the right notes
for a broad range of music lovers.
Powered by Cyloop, MSN Canada
Music offers users a powerful and
personalized listening experience,
featuring a mix of recommended
artists and the songs users already
know and love. The more users listen,
the better Cyloop’s discovery engine
can understand their unique taste,
creating customized playlists that keep
them coming back. What’s more,
MSN Canada Music helps music
lovers connect with their friends
(and make new ones) in order to share
their favourite tracks through our
interactive social network.
•
Connect users with your brand
in a dynamic, interactive
environment through sponsored
radio stations and playlists, artist
profiles and customizable skins
•
Target actively engaged users as
they share tracks, catch up on the
latest music news and interact with
other music lovers
•
Put your brand in tune with
users seeking timely event-based
content from the Grammys, Junos,
Canadian Music Week and more
1 The Ipsos Canadian inter@ctive Reid Report, Fall 2008
18
news
Make Headlines with
MSN Canada News
When it comes to breaking news, the world is watching. And
whether that news is happening in our own backyard or half
a world away, Canadians want accurate, up-to-the-minute
information from sources they can trust.
Increasingly, Canadians are turning to the Web as a news source.
In fact, with a whopping 73% of online Canadians reporting that
they visit news and information Web sites, news destinations are
the most frequently visited sites by Canadian online audiences.1
•
Connect your brand with information seekers who want
relevant, reliable news as it happens
•
From breaking news to powerful human narratives,
MSN Canada News features the stories Canadians are
talking about, told in a way that brings new insight and
understanding
With local, national and world headlines from The Canadian
Press, MSNBC and CBC.ca, MSN Canada News delivers top-notch
journalism from some of Canada’s leading news organizations.
Combined with video and photo galleries, lively reader comments,
columnists and bloggers that bring deeper context to the story,
MSN Canada News offers a rich, participatory news experience.
MSN Canada News doesn’t just report the news—
we make sense of it.
• Reaches over 9% of total
Internet audience2
• Reaches approx. 8.5% of total
French Canada Internet audience3
•
•
46% of UVs are male4
•
54% of UVs are female4
•
income over $60K4
•
19
shopping
It’s in the Bag
When Canadians shop online, they want to buy from
recognized, well-known sources. Working with top retailers such
as Dell, Bose, L.L. Bean and Ice.com, MSN Canada Shopping gives
Canadians a robust and simple online shopping experience. MSN
Canada Shopping (shopping.msn.ca) has 624,000 Unique Users1
and is the destination, and an ideal venue, for advertisers to
connect with consumers who have shopping on their minds.
Taking advantage of the side-by-side comparison feature on
MSN Canada Shopping, Canadian shoppers are sure to find great
deals available in categories as varied as books, video games,
computers and software, car and garage, music, movies, toys,
and jewellery. Featured gift guides, updated editor’s picks and
special sales sections ensure that Canadians can find exactly
what they’re looking for quickly and easily. Plus, products are
highlighted in integrated editorial articles and blogs, as well as
in relevant content throughout the MSN.ca portal.
It is easy to work with MSN Canada Shopping to showcase your
complete line of products. Microsoft technology allows shoppers
to browse or search for products quickly and to easily refine
based on brand, seller, price, and product-specific attributes. Your
product is easily accessible to consumers via a clutter-free design
and robust display technology.
• MSN Canada Shopping also
grew by 40% from September
to October1
•
•
•
•
60% of UVs have a household
income over $60K3
•
20
sports
Game, Set, Match:
MSN Canada Sports
Whether fans are looking for a box score to serve as water cooler
fodder at the office, the career stats of a player they’re interested in
drafting for their fantasy pool, or anything in between, MSN Canada
Sports is their destination.
We are unquestionably a hockey
nation, and as such, MSN Canada
Sports offers rich content pertaining
to all things hockey. MSN Canada
Sports is also Canadians’ winning
destination for up-to-the-minute
news, full statistics, and features for
the following leagues: MLB, CFL, NFL,
NBA and more.
MSN Canada Sports mixes current
news and scores with exclusive and
trenchant analysis from our editors
and columnists via articles, galleries,
quizzes and blogs—thereby driving even
higher engagement levels. This breadth
of content is an ideal setting for your
brand as our sporting enthusiasts click,
communicate, and connect.
•
•
• 1.2 Million Unique Visits1
• MSN Canada Sports grew by an amazing 63% from
October to December1
•
•
income over $60K3
•
21
tech & gadgets
Plug In to Technology Enthusiasts
with MSN Canada Tech & Gadgets
From the coolest smartphone applications to the latest in-home
computer trends, technology moves at breakneck speed. And whether
they’re computer beginners or informed, tech-savvy gadget shoppers,
consumers want technology news, reviews and information that is
trustworthy, knowledgeable and credible.
With video features, blogs and vibrant
message boards, MSN Canada Tech &
Gadgets offers an engaging, interactive
experience to savvy consumers who
expect nothing less.
•
Reach consumers who take
initiative. Target consumers who are
looking for more information about
ways to bring technology into their
lives at their moment of interest
•
Connect with a variety of
technology consumers interested
in expanding their knowledge of
computers, PDAs and cell phones
•
Access users as they research and
shop. Reach an audience who’s
researching their next technology
purchase. MSN Canada Tech &
Gadgets attracts technology
enthusiasts of all levels
Insight statistics – total Canada: 747,000 Unique Visits1
Insight statistics – French Canada: 223,000 Unique Visits2
MSN Canada Tech & Gadgets (tech.msn.ca) is a one-stop destination
featuring the latest news and innovations plus reliable product and
gadget reviews. Featuring best-of-breed content partners including
PC World and Consumer Reports, MSN Canada Tech & Gadgets is an
ideal way to connect with consumers—whether they are looking for a
better understanding of technology innovations or seeking cutting-edge
information from providers who are ahead of the curve. Delivered in an
easy-to-understand tone, MSN Canada Tech & Gadgets is accessible to
beginners while staying relevant to a more sophisticated audience.
•
•
•
•
income over $60K3
•
22
travel
Inspirations Take Flight
Whether planning their next vacation or just exploring the world
from their desktop, MSN Canada Travel (travel.msn.ca) offers users
an opportunity to escape the everyday and expand their horizons.
A booking engine, access to the latest
travel news and advisories, Frommer’s
destination guides and tools such
as Microsoft Virtual Earth maps and
currency converters put everything
travellers need at their fingertips.
•
Reach an audience that is
actively involved in planning—
and booking—getaways online. In
Canada, travel accounts for 15% of
consumer online spending.3
•
Unique advertising opportunities
include the ability to reach a broad
travel audience or target your
messaging through contextual
offers and destination guides.
Insight statistics – total Canada: 602,000 Unique Visits1
Insight statistics – French Canada: 93,000 Unique Visits2
With thousands of places to go and things to do in Canada
alone, travellers are looking for resources to make every element
of trip planning—from choosing the perfect destination and
itinerary to packing—a breeze.
•
•
•
44% of UVs are male4
•
56% of UVs are female4
•
income over $60K4
•
With engaging articles, features and photo galleries from bestof-breed content partners, MSN Canada Travel is designed to
motivate armchair travellers to research and plan every aspect
of their trip.
23
video
Get Rolling with
MSN Canada Video
If a picture is worth a thousand words, the value of video is
priceless. More than ever, Canadians are turning to the Internet
for videos that make them laugh or gain a new perspective on
the world around them—32% of Canadians say they watch video
online 2-3 times per week or more, while 78% of young adults
aged 18-24 say they have watched a short video clip or streamed
video within the last month.1,2
With a rich variety of offerings, MSN Canada Video (video.msn.ca)
lets users watch the video they want, when they want it.
• Reaches approx. 15.3% of total Internet audience3
• Over 1.1 Million Unique Users4
• Reaches over 22% of total French Canada Internet audience4
Videos from A&E, trusted news sources,
Splash celebrity gossip and others are
well integrated throughout the MSN
network and home page, with integrated
search to enhance discoverability and
Microsoft-based technology for a premier
viewing experience. Plus, user-generated
Soapbox videos and easy-to-use sharing
and community tools create a wellrounded, engaging and truly interactive
video experience.
•
Present your best, most impactful
creative in an environment rich in
desirable content
•
Target highly engaged, attentive
users: Overall, viewers pay 53 percent
more attention to online video ads
than TV ads5
•
Companion ads, banners, and
pre-roll ads work in harmony to
create a compelling, uniform and
clean presentation of your message
•
•
•
•
income over $60K6
•
1 Microsoft Portal Segmentation Canada Country Report, 2008
2 Young Adults Revealed Canada, 2008
5 @Plan, Winter 2008-2009
24
Make Your Brand Part
of the Conversation
Windows Live Hotmail –
your audience is already here.
Whether they’re debating entertainment choices, seeking advice on
purchases, or arranging their weekend plans, today’s consumers bring
their conversations to Windows Live Hotmail (hotmail.live.com). Windows
Live Hotmail is the next generation of Web-based mail, providing speed,
reliability and convenience as well as a host of powerful features such
as email aggregation, the Quick Add activity planner tool and the
“What’s New” feed.
For advertisers, it’s an opportunity to join the discussion and engage
with 17.6 million unique Canadians.1
Expose your message and spark a conversation
Windows Live Hotmail showcases your brand to a massive and
targetable, Web-savvy audience—Canadians spent $15.5 billion in
retail e-commerce in 2008.2 A clean, uncluttered environment helps
strengthen the visibility of your message and aids in engaging your
best consumers at the point of influence.
Aspire to be part of consumer conversations
with Windows Live Hotmail
•
Reach a deeply engaged audience as they plan social activities, discuss
purchases and exchange personal advice with family and friends
•
Enjoy optimal visibility in a streamlined environment where ads are
displayed close to the user’s focus area
•
•
Achieve broad reach across Windows Live Hotmail or choose from
one of several advertising categories for more refined targeting
Innovative technologies and rich media formats provide numerous
creative possibilities to help captivate your audience
Windows Live Hotmail boasts
over 7 million Canadian daily visitors.1
Windows Live Hotmail:
•
17.6 Million unique Canadian visits1
•
Over 6.8 Million average daily users1
•
Reaches over 71.7% of the total
email audience1
•
Outperforms Yahoo! Mail by over
362% in total minutes spent1
•
Skews approx. 49% male and 51%
female users3
•
Engages users across all ages
and incomes3
1 comScore Media Metrix, December 2009, Services – email [Undup.]
2 eMarketer, December 2008
3 comScore Media Metrix, September 2009
25
Get Your Audience to
Interact with Your Brand
Windows Live Messenger –
Your audience is already here.
Windows Live Messenger provides you with unique ad opportunities
that become part of the conversation. Every day, millions of Canadians
connect with friends and family through instant messages, video calls
and other innovative Windows Live Messenger technology.1
Reach an audience that’s already talking
•
Of the over 24 million Canadians online, approximately 12 million
Canadians use Windows Live Messenger to have real-time
conversations over the Internet each month1
•
Outperforms Yahoo! Messenger over 11x in total minutes spent1
•
Outperforms our closest competitor by over 557% in reach1 and
over 555% in unique visits1
Spread your message in a fun and
interactive way through a viral rich-media
ad and extend your reach further by also
including Windows Live Hotmail.
Turn interaction into results
Canadians spent $15.5 billion in retail e-commerce in 2008.2 Windows
Live Messenger can help you reach this audience when they’re
influencing, researching, or discussing purchase decisions.
Windows Live:
Be a part of the conversation through a creative
advertising approach
The Windows Live Messenger experience presents you with the
opportunity to capture consumer attention through innovative advertising
approaches such as Today Page Takeover, Tabs and Personal Expressions
package. What’s more, your advertising message can be spread by
consumers to the inner circle of their network, creating a viral effect.
•
12 Million unique Canadian visits1
•
Over 4.6 Million average daily users1
•
Reaches 49% of the total instantmessenger audience1
•
Skews approx. 50% male and
50% female users3
•
Engages users across all ages
and incomes3
1 comScore Media Metrix, December 2009, Services – Instant Messenger
2 eMarketer, December 2008
3 comScore Media Metrix, September 2009
26
MSN Mobile and Windows Live for mobile
Connecting You with
Consumers on the Move
Breaking news. Sports scores. Up-to-the-minute stock quotes. By
making premium MSN programming available on any Web-enabled
mobile device, MSN Mobile makes it easy for users to get the
information they care about; anytime, anyplace. At the same time,
Windows Live for mobile puts family and friends at your customers’
fingertips, with Hotmail and Messenger. Advertising on Windows
Live for mobile and MSN Mobile gives you the opportunity to stay
connected with on-the-go consumers—and make your message as
mobile as they are.
Put your message in the palm of your customer’s hand
Why Advertise with Windows Live
for mobile and MSN Mobile:
Windows Live for mobile and
MSN Mobile:
•
Over 40 Million premium mobile
ad impressions across the MSN and
Windows Live properties1
•
19% of Canadians are accessing
the mobile Web from their phones2
•
Windows Live reaches 54% of
Canadian mobile data users3
The shift to a mobile world has been unprecedented, with more and
more young, affluent consumers making a cell phone or PDA their
primary source of communication. Microsoft Advertising’s mobile
display ads position your message to a desirable consumer group,
featuring Windows Live Hotmail, Windows Live Messenger, the MSN
Mobile home page and popular MSN Mobile content including MSN
Sports and MSN Entertainment from The Canadian Press, MSN News
from CBC, MSN Autos, MSN Money, MSN Weather and MSN Astrology.
If you aim to stay connected with the mobile generation and Canadian
consumers on the go, your message belongs in mobile Microsoft
Advertising—with over 40 Million premium mobile ad impressions
across the MSN and Windows Live properties.1
•
Reach affluent, tech-savvy consumers who use their phones to stay
connected to the wired world. In fact, research reveals that 19% of
Canadians are accessing the mobile Web from their phones2
•
Align your message with premium MSN content and rich,
interactive Hotmail and Messenger communication services
•
Diversify your campaign through innovative mobile advertising that
engages users
1 Ad Expert Impression Numbers, September 2009
2 PwC Global Entertainment & Media Outlook, 2009-2012
3 IDC Mobile Services Tracker, November 2009
Mobile Microsoft Advertising connects your brand to the
always-connected consumer.
27
Help Make Your Search
Advertising More Effective
Microsoft adCenter is a tool to help you manage your search
advertising campaigns on bing.
Microsoft adCenter enhances your ability to reach high-quality
audiences using advanced features and tools that can provide
transparency into campaign and market performance, while uniquely
integrating with your current Microsoft software, such as Excel®,
to create and optimize campaigns more efficiently.
According to research conducted by Ipsos Reid, unaided awareness of
bing has increased from 10% in July 2009 to 19% in October 2009. This
means that bing is top of mind for 1 in every 5 Canadians!1
Why should you advertise on bing?
•
bing has over 10 Million monthly
Unique Searchers1
Plus, customers who click on bing† results are more likely to engage
with your Web site.2 What does this mean to you? bing visitors can
request more information, register on your site, and complete and
submit online forms… all of which can ultimately help you gain
more customers.
•
bing outperforms Yahoo! Canada
Search by over 218% in total searches1
•
Customers who click on bing†
results are more likely to engage
with your Web site2
Microsoft adCenter also offers:
•
Audience Intelligence tools, like Microsoft Advertising Intelligence
•
Dedicated Search Account Manager and Solutions Sales Executives—
great resources for tactics and pitching
Maximize your exposure through Microsoft Advertising and combine
the power of online search and display together.
bing and Microsoft adCenter – Search. Click. Reach.
† Formerly Microsoft Live Search
1 comScore qSearch Canada, December 2009
2 c omScore Canada, Quality of Click Conversion Study,
March to May 2009. Based on Proportion of Click
Throughs resulting in a Secure Session
28
Microsoft Media Network:
A Trusted, Premium Ad Network
Total Canadian Internet users
Everything you’ve wanted in an ad network: trust, broad reach,
premium publishers, and a diverse portfolio of performance and
targeting options.
The right audience
85.7% estimated reach1
Microsoft Media Network gets you exceptionally close to your audience.
•
Reach 85.7% of Canadian Internet users1
•
Connect with your audience on only the top ad-supported Web sites
•
Zero in on just the right audience to make your message
more relevant
•
Microsoft Media Network has over 21 million unique
visitors monthly!1
Microsoft Media Network
delivers the reach you want.
Pinpoint accuracy in targeting
Fine-tune your accuracy and engagement with Audience Select
advanced targeting options.
•
Select from Profile or Behavioural Targeting, as well as
Re-Messaging or targeting solutions that meet your
custom requirements
•
Benefit from Microsoft’s in-depth targeting insights and expertise
Performance options that deliver
Achieve your performance objectives with a wide selection of
ROI-based media offerings. Choose the pay-per-performance pricing
option that meets your business needs: select from cost-per-click or
cost-per-acquisition.
29
cont’d
The network you can trust with your brand
Microsoft Media Network helps safeguard your brand’s integrity.
•
Rest assured that your ads will appear on only top-ranked commercial sites—
Microsoft Media brands and partners such as MSN and top Canadian publishers
•
Be confident that your ads will not appear on other networks—no “daisy chaining”
•
Opt out of specific sites to help ensure a perfect fit for your brand
•
Choose the appropriate level of transparency and control for each campaign
Let a Microsoft Solutions Specialist help you optimize your campaign with Audience Select advanced
targeting or Performance Media solutions—all within the Microsoft Media Network.
Microsoft Media Network. Get close when it counts.
1 comScore MediaMetrix, December 2009, Advertising Networks.
30
Microsoft Media Network:
Audience & Targeting Tools
Narrow Your Search
When every ad dollar counts, the ability to target the “right audience”
is everything.
Target the “right audience”
Audience Targeting by Microsoft Advertising allows you to get
your message in front of highly specific online audience segments.
Leveraging the rich content and robust technology of the Microsoft
Media Network, you can apply filters that allow you to reach your
desired audience in the places they love.
Adding targeting to your campaign:
•
Increases campaign effectiveness
•
Optimizes the consumer experience with your brand
•
Combines the optimal mix of reach and filtering to maximize ROI
The Microsoft Media Network offers a variety of ways to target your
audience and streamline your campaign to help achieve maximum ROI.
The optimal balance between reach
and audience quality
Each behavioural attribute you apply
to your campaign narrows the size of
an audience. To find the most effective
combination between reach and audience
quality, purchase an entire behavioural
segment or couple your behavioural
targeting buy with a demographic target.
Drive your campaign results
with an effective combination of
targeting techniques
Reach your desired audience as effectively
as possible by selecting a combination
of channels on the Microsoft Media
Network and strategically applying
targeting based on your campaign goals.
Combine relevant content placements
with targeted placements on reach sites
to help achieve maximum ROI.
Profile Targeting
Profile Targeting focuses on specific audience attributes, such as
demographics (e.g., women in their 30s whose primary language is
French) or geography (e.g., residents of British Columbia). Adding one
or more profile targets to your campaign improves your ability to reach
your desired audience across the Microsoft Media Network.
31
cont’d
Behavioural Targeting
To narrow your target audience, add Behavioural Targeting to a media buy. Our Behavioural Targeting
segments identify users who are most likely to be receptive to your message based on actual behaviour.
Combining browsing behaviour with keyword search behaviour classifies users into unique segments.
We then match the behavioural data with Live ID data capturing age and gender information.
Re-Messaging
Re-Messaging is an efficient way to target your most valuable prospects: consumers who have visited your
site, and prospects who have viewed or clicked your ad. Re-Messaging allows you to create specific offers
related to a consumer’s last activity on your site, giving you a chance to speak to them in a personal, direct
way. Think of it as a way to pick up a conversation where you left off.
32
Xbox LIVE Advertising:
The Next Frontier
Discover the powerful new Xbox LIVE® experience
If you’re not aware of the Xbox LIVE phenomenon, it’s one of the most
powerful advertising platforms available today. Xbox LIVE combines the
best aspects of online and TV advertising in an immersive, high-definition
environment that delivers superior results. It offers you a range of choices
from large display ads to fully customizable content and game or event
sponsorships. Best of all, it connects you to an audience that’s 17 million
strong worldwide and growing at a staggering rate of one new account
every five seconds.3
Xbox Live:
There are over 17 million Xbox LIVE
subscribers in 26 countries, and roughly
310 million PC gamers worldwide5
New Xbox LIVE Experience user interface with
integrated large billboard ads
With Xbox LIVE, you can reach more men 18-34 years old than The New
York Times, ESPN.com and Men’s Health.1 It’s an audience that’s growing
in leaps and bounds with Xbox LIVE doubling its membership in the first
six months of 2008 alone.
•
Now is the time to jump in. Video games have become mainstream
media by topping movie release sales—and 72% of the U.S.
population ages 6-44 plays video games2
•
Connect to a thriving marketplace on Xbox LIVE, with more than
$1 billion in revenue from members3
•
Xbox continues to lead the industry with the hottest selling game
franchises that core gamers can’t get enough of: Gears of War,
Halo® and Final Fantasy VIII
•
The audience for Xbox LIVE goes beyond men and is broadening its
family appeal with fun, social games you can play with friends like Rock
Band, Guitar Hero and LipsTM—plus new streaming movies from Zune
video marketplace on Xbox LIVE
Targeted reach
Users can now create personalized avatars
1 Microsoft Internal Data, Xbox LIVE subscribers, September 2008
2 NPD Data, “Online gaming 2008”
3 Microsoft Internal Data, 2005 to May 2008
4 Simmons’ National Consumer Study, Spring 2008
5 DFC Intelligence, 2008
Reach tech-savvy, influential 18-34-year-old males who spend 16
hours per week on average playing video games. 26% have household
incomes of more than $50,000.4
33
cont’d
Doritos creative contest lets fans design first Xbox LIVE Arcade Game
Nike SPARQ Training destination page with rich-media training drills & TV ads
Get in the action
Raise the bar on marketing results
Take advantage of this prime opportunity to connect
with and shape the experiences of viewers who are
completely engrossed in this new social medium. It’s
a “lean-forward” environment where users actively
engage with the screen, your brand and other viewers.
Drive extraordinary ad response rates with Xbox LIVE new
rich media and video ad formats, targeting capabilities and
clickable ads that drive to full-screen branded pages. By
leveraging the interactivity of the Xbox LIVE robust, highdefinition entertainment environment, you can increase
brand awareness, positive perceptions and purchase intent.
•
Help score more views with hi-def ads that are
integrated into the Xbox Experience
•
Deliver branded content that users can download
and customize, like gamer pics and theme packs
(several companies have seen over 1 million
downloads of their branded content)
•
•
Create brand experiences that are relevant to the
target audience and invite, rather than interrupt,
consumer attention
Tap into the largest growing social network on TV,
where 20 million friends are added each month.
Social features include playing games with friends,
joining parties and personalizing avatars
Burger King sold 3.2 million branded Xbox 360 games
and saw a 40% profit increase year-over-year, plus
a 4% increase in same-store sales. The game series
won the Titanium Grand Prix award for outstanding
multimedia ad campaign at Cannes 2007.
•
Unleash higher click-through rates—many
advertisers achieve an average of >2%, while some
have hit numbers as high as 14%
•
Drive brand awareness—Nissan integrated their
autos into the blockbuster title Forza Motorsport® 2
and achieved over 350,000 downloads and 6.8
million game sessions
•
Easily deploy video or rich media content to Xbox
LIVE as part of our video content sponsorship
program, including in-banner video
•
We’ll help you make it happen by offering
creative support for animation, audio and video,
incorporating standard ads, and providing geo and
daypart targeting
Visa sponsored the Xbox LIVE Madden NFL 07 Tournament
and received positive perception of 84%, while cardholders
who said that Visa fits their lifestyle jumped 27% and overall
brand favorability increased among 18-34-year-olds.
© 2010 Microsoft Corporation. All Rights Reserved. Microsoft, Forza Motorsport, Halo, Lips, Xbox, Xbox LIVE, the Xbox
logos, and/or other Microsoft products referenced herein are trademarks of the Microsoft group of companies. The
names of actual companies and products mentioned herein may be the trademarks of their respective owners.
34
You dream it. We deliver it.
At Microsoft Advertising, we’re committed to
bringing your ideas to life and helping you
connect with your customers to get the best
results for your business.
Let’s keep the conversation going.
For more information, call 1-800-985-4671 or visit
us online at advertising.microsoft.ca/learn-more

- Microsoft Advertising

Transcription

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