MSN.ca - Microsoft Advertising

Transcription

Media Kit Version 1.0
Contents
Introducing Microsoft Advertising
Our Offerings
…MSN.ca
…Windows Live
…Mobile
…bing and Microsoft adCenter
…Microsoft Media Network
…Gaming
Massive
Xbox Live
Case Studies
Introducing the new
Microsoft Advertising
Digital experiences have become woven into our daily
lives. Through multiple digital devices and platforms,
we connect, inform, create, produce, and entertain.
At Microsoft, there’s something we understand deeply:
the intersection of consumers and technology.
Microsoft Advertising delivers a broad range of
innovative digital solutions to help advertisers and
marketers connect with their target consumers across
multiple digital touch points - PC, Web, Gaming and
Mobile.
No other company offers the same combination of
digital products and solutions to help you reach the
audience you’re looking for and drive the results you
need.
Why Microsoft Advertising
You need an advertising partner with
the right technology, audience and
insights.
We aim to be just that.
Microsoft Advertising delivers Canadian
content, service, support, and presence
with global resources and best practices
at our fingertips.
We help you connect with your
audience across a broad range of digital
experiences. Tapping into robust brand,
audience and performance solutions we
help you drive the best results.
You Dream It. We Deliver It.
Brand Media
Solutions
Audience
Targeting
Solutions
Performance
Media
Solutions
Brand Media Solutions
Create brand experiences for your audience to help maximize awareness
and engagement across multiple digital touch points.
MSN.ca is an interactive Canadian portal
that provides users with compelling content,
research and communication tools. Engage
this audience through creative solutions such
as Rich Media, Video and Custom
Integrations.
Spark a conversation and impact your target
audience at the point of influence, where
users plan, make decisions, and keep their
life in sync.
Unique experiences and multiple gaming
solutions that provide enhanced access to
distinctive, highly valuable and very
engaged audiences.
Microsoft Mobile Media
Extend your investment by targeting the
on-the-go consumer and engaging a
difficult to reach audience.
Audience Targeting Solutions
Connect your message to audiences ready to purchase and drive deeper,
more relevant conversations, reduce waste and increase ROI.
Our Offerings
Profile Targeting
Behavioral
Targeting
Re-Messaging
Custom
Database
Targeting
• Age
• Gender
• Geographic
Location
• Time of day
• Day of week
• Browser & Operating
System
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Automotive
Consumer Goods
Entertainment
Financial Services
Health
Life Stages
Lifestyle
Retail
Technology
Travel
Re-Messaging is an efficient way to engage your
most valuable audience. It allows you to tailor
specific messaging or offers based on a
consumer’s last activity on your site, making your
communication more relevant to your audience.
Leverage one of your most powerful assets –
your customer database – online
Find your own customers on our premium
network via custom segments
Performance Media Solutions
Generate reach, exceed ROI goals and drive down acquisition costs, but
not at the expense of flexibility, creativity or brand equity.
Our Offerings
Performance
Display (CPC/CPA)
Search Advertising
(Bing)
Shopping
Windows Live
Messenger Text
Links
Microsoft Offers
• High-quality reach and scale
across premium sites
consisting of Microsoft owned
properties and top publishers
in the Canadian market
• A portfolio of flexible pay-forperformance options that
enable the creation of
innovative performance
programs
• Brand protection with trusted
content on a premium network
you can trust
Our Offerings
Microsoft Media Network
MSN.ca
MSN.ca
Top-rated channels featuring entertaining, in-depth, and actionable
content deliver expansive reach to help you connect with the right
audience.
MSN.ca channels:
• Astrology
• Autos
• Money
• Entertainment
• Games
• Travel
• News
• Green
• Lifestyle
• Tech & Gadgets
• MSN Video
• Sports
• Music
• Shopping
MSN.ca home page
MSN.ca
At a glance…
Place Header over this gray band
Place white Microsoft log in the upper right,
1/4” from the top, 1/4” from the right
homepage
Connect with Canadians on the MSN.ca Homepage
When it comes to the information that Canadians need throughout the day and the tools that keep them connected, the MSN.ca
homepage 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 MSN.ca gives users a taste of
what’s most timely and relevant from the first glance.
Programmed in real-time, the MSN homepage 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.ca homepage?
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Target our broadest audience through a variety of rich media creative options
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Video highlights, direct access to Hotmail and Messenger, in-line stock quotes and indexes and the latest entertainment news make the MSN.ca homepage a one-stop destination for an expansive range of users
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The editorial focus on provides timely, current, credible information as it happens makes the homepage a mustvisit destination throughout the day for Canadians who want to be in the know
For more information about Microsoft Advertising please call us at (800) 985-4671 or visit advertising.microsoft.ca
© 2009 Microsoft Corporation. All rights reserved. Microsoft is a trademark of the Microsoft group of companies.
01SU09
autos
Reach car enthusiasts on MSN autos
From the coolest new concept cars and racing news to practical
information on buying, selling and auto maintenance, MSN Autos
(autos.msn.ca) is one of Canada’s premier destinations for car
enthusiasts.
Consumers are increasingly turning to the web for autos
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 Autos attracts a
broad audience of car lovers and mainstream users, through
great content and powerful research tools.
Coverage from trusted sources such as Canadian Press and
contributors Jim Kenzie and John Leblanc plus original features
and blogs from our in-house autos experts, create a premier
experience aimed at a vast range of autos 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.
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Connect with car buyers and owners at every decision point
during the car consideration-purchasing ownership lifecycle
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Help drive users to take action through targeted
sponsorships that integrate your message into relevant content with highly-visible ad placements
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Seasonal guides and coverage, plus targeted special opportunities including auto shows across
North America and Europe, Winter Driving, Summer Road Trips and Green Autos Centre
01SU09
money
Bank on Success with MSN CA 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 content users can trust 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 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.
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Target users as they make key financial decisions, with the
RRSP special, tax guide, home-buyer’s guide and more.
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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.
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Vibrant message boards, in-line commenting and our EverydayMoney.ca blog allow users to connect with other
money-savvy Canadians and share investment and savings strategies.
Inform. Decide. Act. With MSN Canada Money.
01SU09
entertainment
Be the Star of the Show with MSN Entertainment
Psst! Have you heard the buzz? MSN Canada 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 Canada Entertainment (entertainment.msn.ca) is a fresh, fun,
interactive entertainment destination, featuring the latest from
Hollywood, Hollywood North and beyond. What’s more, MSN offers
its own unique take, pairing up-to-the-minute showbiz content with
exclusive analysis and entertaining commentary, from our insider
editors and columnists.
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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 Entertainment a mustvisit destination for entertainment junkies.
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Movies: With all the latest reviews and casting news, sneak previewss and movie trailers,
trailers lively analysis,
analysis local movie
listings and plenty of star power, MSN offers a one-stop destination for movie buffs.
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TV: What’s tonight’s must-see TV show? MSN Entertainment keeps users in the know with the latest
TV news, features and interviews, as well as detailed TV listings and show synopses.
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World-Class Events and Awards Show Coverage: Best bets, insightful analysis, exclusive video and the hottest
red-carpet looks, MSN gives users insider access to A-list events such as the Oscars and Toronto International Film
Festival.
MSN 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.
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Dynamic rich media environment of MSN and best-of-breed content encourage 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 user seeking
timely event-based content
01SU09
music
Hit all the right notes with MSN.ca 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.ca 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 – entertained1. 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.ca hits all the right notes for a
broad range of music lovers.
Powered by Cyloop, MSN.ca 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.ca
helps music lovers connect with their friends (and make new
ones) in order to share their favourite tracks through our
interactive social network.
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Connect users with your brand in a dynamic, interactive
environment through sponsored radio stations and playlists,
artist profiles and customizable skins
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Target actively-engaged users as they share tracks, catch up on the latest music news and interact with other
music lovers
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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
01SU09
lifestyle
Turning Aspirations into Action
Look great. Feel better. Find your balance. Live the life you dream of.
Whether looking to zero in on the hottest trends in fashion and
makeup, calm toddler temper tantrums or plan a romantic “date
night,” MSN 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:
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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
MSN Canada Lifestyle delivers an engaging, interactive experience, pairing MSN-exclusive articles and best-ofbreed 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, galleries and
tips to help Canadians eat better, take an active role in managing their health, and feel their best every day!
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.
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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
MSN Lifestyle is a premier destination for better living – inside and out!
01SU09
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 websites, news destinations are
the most frequently-visited sites by Canadian online audiences.1
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Connect your brand with information seekers who want
relevant, reliable news as it happens
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From breaking news to powerful human narratives, MSN
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
and CBC.ca, MSN 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 offers a rich,
participatory news experience.
MSN doesn’t just report the news – we make sense of it.
1
01SU09
sports
Game, set, match: MSN Canada Sports
Whether fans are looking for a box score to serve as water cooler
fodder at the office, or 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.ca
offers rich content pertaining to all things hockey. MSN.ca 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.
01SU09
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.12
With a rich variety of offerings, MSN Video
(video.msn.ca) lets users watch the video they want,
when they want it.
Videos from A&E, trusted news sources, Splash celebrity
gossip and others are well-integrated throughout the
MSN network and homepage, 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 well-rounded, engaging and truly
interactive video experience.
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Present your best, most impactful creative in an environment rich in desirable content
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Target highly-engaged, attentive users: Overall, viewers pay 53 percent more attention to online video ads
than TV ads3
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Companion ads, banners, and pre-roll ads work in harmony to create a compelling, uniform, and clean
presentation of your message
1
Microsoft Portal Segmentation Canada Country Report, 2008
Young Adults Revealed Canada, 2008
3
@Plan, Winter 2008-2009
2
01SU09
green
Inspiring Consumers to Take Action
We see the dramatic headlines daily: Climate change. Pollution. A
planet in crisis. But behind the story is a movement growing like a
tidal wave ― millions of consumers who live, act and spend with a
new focus on improving their own lives while minimizing their
impact on the environment.1
Now, imagine a captive audience of those very consumers in one
unique channel.
MSN Canada Green (green.msn.ca) is the destination, and it
provides the ideal venue for your message.
No Longer a Niche
Once a tiny audience of concerned Earth enthusiasts, Greens now
comprise 66% of online users, according to US research. Most
importantly, Greens do more than just worry about the environment
― they take action.
Featuring best-of-breed news, features, photo galleries and video
from content partners such as Green Living Online, National Geographic, The Canadian Press and Reuters, plus
reliable information and factsheets from hand-picked, reputable environmental organizations that are leading the
charge, MSN Green is the only channel within a major Canadian portal devoted exclusively to environmental
issues. With an audience ranging from those just beginning to explore the issues to informed users looking for a
deeper Green experience. MSN Green connects you with consumers poised to make a change for the planet.
Position your ad in a contextually relevant environment and get highly-targeted reach.
Expose your brand to savvy, eco-conscious consumers who are more likely to buy from environmentally-friendly
companies and maintain energy-efficient homes.2
Align your message with thought-provoking content that ignites an emotional spark in visitors and inspires
change.
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Bensimon-Byrne Consumerology Report, The Impact of Environmental Issues, July 2008
Roper Green Gauge 2007
01SU09
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.
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-tounderstand tone, Tech & Gadgets is accessible to beginners while
staying relevant to a more sophisticated audience.
With video features, blogs and vibrant message boards, MSN
offers an engaging, interactive experience to savvy consumers
who expect nothing less.
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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.
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Connect with a variety of technology consumers interested in expanding their knowledge
of computers, PDAs, and cell phones.
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Access users as they research and shop. Reach an audience who’s researching their next
technology purchase. MSN Tech & Gadgets attracts technology enthusiasts of all levels.
01SU09
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 Shopping gives Canadians a robust
and simple online shopping experience. MSN Canada Shopping
(shopping.msn.ca) is the destination, and an ideal venue for
advertisers to connect with consumers who have purchases on
their minds.
Taking advantage of the side-by-side comparison feature on
MSN 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 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.
01SU09
astrology
A Break From the Daily Routine
Whether reading for fun or for insight into their future, Canadians
enjoy contemplating about what could be around the corner.
MSN 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 e-mail
horoscopes, and fun activities including a dream dictionary and
celebrity match game, MSN Astrology is a one-stop resource
for people who let the stars be their guide. .
See a bright advertising future with MSN Astrology!
01SU09
Whether planning their next vacation or just exploring the
world from their desktop, MSN Canada Travel (travel.msn.ca)
offers users an unparalleled opportunity to escape the
everyday and expand their horizons.
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.
With engaging articles, features and photo galleries from
best-of-breed content partners, MSN Canada Travel is
designed to motivate armchair travellers to let their
travellers research and plan every aspect of their trip.
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
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Reach an audience that is actively involved in planning – and booking – getaways online.
In Canada, travel accounts for 15% of consumer online spending1.
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Unique advertising opportunities include ability to reach a broad travel audience or target
your messaging through contextual offers and destination guides.
1
01SU09
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 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 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. Homepage 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.
01SU09
Windows Live
Windows Live™ Hotmail
Make your brand part of the conversation
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 unmatched speed, reliability, and
convenience as well as a host of powerful features such as e-mail
aggregation, Quick Add activity planner tool and the "What's
New" feed.
For advertisers, it's an opportunity to join the discussion and
engage with over 18 million 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 20082. 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.
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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 7.6 million Canadian daily visitors.1
Windows Live Hotmail – your audience is already here.
1
comScore MyMetrix, Total Canada June 2009
eMarketer December 2008
2
01SU09
Windows Live™ Messenger
Get your audience to interact with your brand
Windows Live Messenger provides you with unique ad
opportunities that become part of the conversation. Everyday, 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
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Of the over 24.5 million Canadians online, approximately 15 million Canadians use Windows Live
Messenger to have real-time conversations over the
internet each month.1
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Average time spent per user per using Windows Live
Messenger session is over 30 minutes.1
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These Windows Live Messenger Canadians spend over
9 hours engaging with friends, sharing experiences,
making recommendations and influencing decisions every
ry month.
month
th.
h2
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An average user connects with their friends and family over 18 times a month using Windows Live Messenger.2
Turn interaction into results
Canadians spent $15.5 billion in retail e-commerce in 20083. Windows Live Messenger can help you reach this audience
when they’re influencing, researching, or discussing purchase decisions.
Be a part of the conversation through 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 their inner circle of network, creating a viral effect.
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.
Windows Live Messenger - Your audience is already here.
1
comScore MyMetrix June 2009
comScore Media Metrix Demographic Profile June 2009
3
eMarketer December 2008
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01SU09
Mobile
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 customer’s 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
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
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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 phones.2
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Align your message with premium MSN content and rich, interactive Hotmail and Messenger communication
services.
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Diversify your campaign through innovative mobile advertising that engages users.
Mobile Microsoft advertising connects your brand to the always-connected consumer.
1
Ad Expert Impression Numbers, September 2009
PwC Global Entertainment & Media Outlook 2008-2012
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01SU09
bing and Microsoft adCenter
and
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.
Plus, customers who click onBing† results are more likely to engage with your
website.1 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 and Microsoft adCenter also offer:
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Bing has over 10M monthly Unique Searchers2
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Bing has grown the most in Searches made in Canada within the last year3
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Audience Intelligence tools, like Microsoft Advertising Intelligence
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Dedicated Search Account Manager and Solutions Sales Executives are
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.
1 comScore
Canada, Quality of Click Conversion Study, March to May 2009. Based on Proportion of Click Throughs resulting in a Secure Session.
qSearch Canada, January to June 2009
Canada, qSearch, Based on Top 10 Search/Navigation Entities, (Formerly MSN-Windows Live), June 2008-June 2009.
† Formerly Microsoft Live Search
2 comScore
3 comScore
01SU09
Microsoft® Media Network:
The Trusted, Premium Ad Network
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
Microsoft Media Network gets you exceptionally close to your audience.
•
•
•
Reach an estimated 90* percent of Canadian Internet users
Connect with your audience on only the top ad-supported websites
Zero in on just the right audience to make your message more relevant
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.
*Based on the estimated combined reach of the DRIVEpm network and Microsoft Direct Response network.
The Network You Can Trust with Your Brand
Total Canadian Internet Users
Microsoft Media Network safeguards 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
delivers
the reach you want.
campaign with Audience Select advanced targeting or
Performance Media solutions—all within the Microsoft Media Network.
Microsoft Media Network. Get close when it counts.
For more information about Microsoft Advertising please call us at 1-800-985-4671 or visit
http://advertising.microsoft.ca
Audience and 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 highlyspecific 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 to be.
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 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.
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 behavioural 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.
Custom Database Targeting (CDT)
Custom Database Targeting (CDT) exposes your brand to a powerful audience—yours. Leverage
your database to reach out with your message to your own known customers—both offline and
online—and other consumers you’re building relationships with. Custom Database Targeting
enables you to continue building relationships with your most responsive, loyal customers through
ads that offer rewards and discounts to this specific audience segment. You can also keep the
conversation going with receptive visitors that have expressed interest but haven’t yet purchased.
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 for maximum ROI.
For more information about Microsoft Advertising please call us at 1-800-985-4671 or visit
advertising.microsoft.ca
Gaming
Massive In-Game Advertising:
Put Your Brand In Play
Discover the Power of Dynamic In-Game Advertising
Targeted Reach:
Massive delivers ads across a network of top-selling video games to
gamers in real-time while they are engaged in gameplay. The
technology is integrated into Xbox 360 and PC titles prior to market
launch, and once the game is enabled with an online connection,
the Massive Ad Servers deliver the ads.
The Massive Network reaches over 32.3 million gamers
worldwide.3
18-34 year old males in the US play over 10 hours of
video games a week on a console or PC.4
With 72% of the US population ages 6-44 playing video games1,
over 17 million Xbox LIVE subscribers in 26 countries, and roughly
310 million PC gamers worldwide2, the Massive Network gives
advertisers the best opportunity to reach the elusive Male 18-34
demographic.
Massive has pioneered the process for marketers to buy in-game
campaigns in ways they buy other media today. allows for measurement and creative flexibility that enables advertisers to make a deep
and relevant connection to their target audiences. Over 300 bluechip advertisers have run campaigns across the Massive Network
throughout North America and Europe to date.
Location
Dark Knight Campaign in Need for Speed ProStreet (EA)
Sources:
“Online Gaming 2008”
2 DFC Intelligence 2008
3 Massive Internal Data, Jan. 2009
4 Interpret GaMeasure Wave 3 2008
1 NPD
01SU09
Verizon Campaign in Major League Baseball 2K8 (2K Sports)
Subway Campaign in Guitar Hero World Tour (Activision)
Customize Your Campaign
Advertising with Massive now makes reaching your
target audience easier than ever. For easily customizable
network purchases, Massive has created a series of
Channels, categorized by release window, genre and
ESRB game rating. The Massive channel lineup is: New
Release, Action/Adventure, Entertainment, MMORPG
(Massively Multiplayer Online Role-Playing Game),
Racing, Sports, ESRB Rated E to T (Everyone), and ESRB
Rated M (Mature).
Audience Engagement
In partnership with our ad clients, Massive has executed
market-leading advertising effectiveness research across
several major ad categories. Based on over 65 client
studies, these results exhibit the high-performance of the
medium and the positive impact in-game advertising has
on the game play experience. Massive has found that on
average1:
Advertisers have complete control over their media buy
and can target by geography, time, date and content.
Additionally, ad creative can be updated or changed for
more creative flexibiliy.
•
60% of gamers recall seeing ads in-game
•
Those exposed to the ads rated the advertised brand
31% higher than those not exposed to the ads
•
23% more gamers would consider the brand after
seeing the ads, while 21% more gamers would
recommend the brand to others
•
Gamers agree the ads improve their game
experience by adding realism and looking cool in the
game
GEOGRAPHIC
TARGETING
TIME/DATE
TARGETING
CONTENT
TARGETING
CREATIVE
FLEXIBILITY
Monthly Stats
How To Buy Massive:
1. Contact Massive with campaign goals
Talk to a Massive Sales Representative
who will create an in-game proposal
to meet your marketing needs and
campaign goals.
2. Determine the details of execution
Confirm the campaign flight dates,
final program schedule, game title list
and targeting needs by geography
and/or daypart.
3. Submit ad creative to Massive
The Massive Creative Services
Department helps adjust creative
for in-game content and manages
approvals with game publishers.
Get In The Game
Discover the excitement of dynamic in-game advertising opportunities on the Xbox 360 and PC platforms.
Contact [email protected] or learn more at http://www.massiveincorporated.com.
Source:
1 Interpret/Nielsen
Research 2006-2008; Massive averages based off 65+ studies within the Massive network
01SU09
Xbox Live Advertising: The Next Frontier
Discover the Powerful New Xbox® 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.
New Xbox Experience user interface
with integrated large billboard ads
Discover the Powerful New Xbox® Experience
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 59% of the U.S. population plays video games2
•
Connect to a thriving marketplace on Xbox LIVE, with more than $1 billion in
Location
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
Users can now create personalized avatars
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 Netflix
Targeted Reach:
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
•
Sources:
1 Microsoft
Internal Data Xbox LIVE subscribers, September 2008
2 NPD Data, March 2008
3 Microsoft Internal Data, 2005 to May 2008
4 Simmon’s National Consumer Study, Spring
2008
© 2009 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.
01SU09
Doritos creative contest lets fans design first Xbox LIVE Arcade Game
Get In The Action
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.
•
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.
Nike SPARQ Training destination page with rich media training drills &
TV ads
Raise The Bar On Marketing Results
Drive unprecedented ad response rates with Xbox LIVE’s
new rich media and video ad formats, targeting capabilities and clickable ads that drive to full-screen branded
pages. By leveraging the interactivity of Xbox LIVE’s
robust, high-definition entertainment environment, you
can increase brand awareness, positive perceptions and
purchase intent.
•
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.
Step Up Your Game
Enter a whole new world of dynamic advertising and entertainment solutions with the New Xbox Experience.
Find out more at http://advertising.microsoft.com/gaming/xbox.
© 2009 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.
01SU09
Case Studies
This treatment can be used for any one sheet where an image header makes sense.
Place Header image over this gray band.
Place white or cool gray Microsoft logo in the upper right corner1/4” from the top, 1/4” from the right
Honda Revs Up Insight Campaign with
Creative Use of Mobile Advertising
Overview
With the Canadian launch of the Honda Insight, the auto maker and
their strategic media agency, PHD Canada knew the best way to
promote the new hybrid was to put the brand directly into the right
demographics’ hands. To do so, a brand awareness campaign for the
Honda Insight launched on digital and traditional media platforms
including television, out of home and radio, online, and more specifically,
MSN® Mobile. Insight into the consumer demographic reflected that
the target was likely to be early adopters. Mobile, and particularly smart
phones was the ideal platform to inform consumers and promote early
adoption of the hybrid model.
To deliver a campaign that exceeded client expectations and targeted
the ideal demographic of adults—skewing male—between 25 and 49
with a household income of more than $50,000, PHD recommended an
awareness strategy on MSN Mobile properties available through
Microsoft® Advertising. Because the key objective of the campaign
was brand awareness, Honda looked to MSN Mobile to provide a
cost-effective and efficient way to bring a great advertising experience
Client :
Honda
Products Used:
MSN Mobile, Windows Live™ Hotmail &
Key Facts:
To generate brand awareness, Honda ran image
ads across several mobile properties, beginning
with MSNmobile.ca. The campaign scored 1.65
page visits per visitor, with 86% visiting an image
gallery and 14% going to the data capture page
resulting in a 0.86% opt in rate.
“I was impressed
with the excellent
service and
solutions,”
– Barbara Glover
to mobile that would prompt potential customers to explore information about the Honda Insight.
Accessing MSNmobile.ca through a mobile device, consumers from across Canada could click through
to a brief description of the Honda Insight in English or French, which included pictures, and activate a
link to sign up and stay informed about Honda product updates and news.
Because the campaign needed to be up and running in a short timeframe, PHD looked to Microsoft
Advertising to put the assets together and build the mobile website (WAP). “I was impressed with the
excellent service and solutions,” said Barbara Glover, one of PHD’s digital strategists. “I can’t say enough
about the great support we received from Microsoft Advertising to meet deadlines. A significant value
in working with Microsoft Advertising was their sheer agility.”
The Honda Insight ads ran across several Microsoft Advertising mobile properties, including
MSN Mobile, Windows Live™ Messenger and Windows Live Hotmail®.
“...I don’t think we could ever go back to launching a campaign without including an
element of mobile advertising, as it does touch the audience we need to reach.”
– Kate Lucek, Advertising Supervisor, Honda Canada
Results
Honda Insight campaign measured success on awareness and interaction within the WAP site.
According to Barbara Glover, advertising the Honda Insight on MSN Mobile was a great success. The
campaign delivered 101% within the short campaign window – there was a 1.65 page visit per visitor,
86% visited the gallery and 14% went to the data capture page resulting in a 0.86% opt in rate.
“The mobile campaign performed very well against our objectives” said Barbara Glover. “Microsoft was
able to build the WAP site, integrate the creative and launch the campaign within a quick turnaround
as well as achieve our objectives, so we were all very happy with the results.”
Mobile advertising has become a regular occurrence within Honda digital campaigns. “The Honda
Insight program was our second mobile campaign to date, and based on what we saw we were happy
overall with the results,” said Kate Lucek, Advertising Supervisor at Honda Canada. “After this, I don’t
think we could ever go back to launching a campaign without including an element of mobile
advertising, as it does touch the audience we need to reach.”
Case Study:
Sign In and WIN Contest Pays Off for Microsoft
Company Overview
When Microsoft wanted to increase its number of Windows Live IDs among
users of Windows Live, the company didn’t have to look further than its own
backyard. Windows Live Messenger, Canada’s most popular instant messaging (IM) tool with over 15.6 million unique visitors per month1, provided the
reach Microsoft needed to invest in its online audience and build stronger
brand awareness for Windows Live solutions.
Campaign Objectives
While Windows Live Messenger is Canada’s most popular IM tool, Microsoft
still wanted to motivate its online audience to use popular Windows Live
services such as Windows Live Hotmail and Windows Live Spaces, as well as
the sympatico.msn.ca portal. And with social networking competitors also
launching IM services, the company needed to retain its loyal client base
while acquiring new users.
Client:
Products Used:
Windows Live Messenger,
Windows Live™ Hotmail, and
Sympatico / MSN™
Key Facts:
After just one month, the Sign In and WIN
microsite received over 2.4 million unique
visitors via traffic from the Windows Live and
sympatico.msn.ca campaign. Specifically, 4.5
per cent of the total Canadian online
population visited the campaign microsite
and 17 per cent of the visitors entered a
ballot – a strong conversion rate for a
contest Web site.
The campaign was just as valuable for Microsoft as it was for its audience,
with both cashing in on the benefits. To acquire new Messenger users and to
promote the benefits of Windows Live IDs, Microsoft launched Sign In and
WIN – an innovative online contest advertised across the Windows Live
network that gave users the chance to win $1,000 CND a day for 42 days. The
contest targeted the Windows Live Messenger core demographic, including
online adults (an even ratio of males to females) between the ages of 18 and
34.
Running from April 1st to May 12th 2008, the cash-centric online contest was
straightforward and precise: it leveraged the deep audience reach of
Windows Live and rewarded users that use the network’s tools.
Developed in connection with Mighty Digital Direct + Design and Bensimon Byrne, the Sign In and WIN contest
provided users with up to four ballots to enter a draw for the money prize. Users were given a ballot for simply signing
into Windows Live Messenger. Additional ballots were awarded for integrating campaign messaging on their Windows
Live Spaces and Windows Live Messenger display pictures.
Not only did Windows Live Messenger advertise the contest, the Windows Live properties and sympatico.msn.ca portal
featured engaging creative. Specifically, users could access the contest landing page by clicking on online ads including a homepage takeover, infopane and voken (floating ad) on sympatico.msn.ca; text and display ads on Windows
Live Messenger and Windows Live Hotmail; and direct e-mail campaigns. To engage with the social networking
community – a core Windows Live Messenger demographic – Facebook and Windows Live Spaces also featured news
feed ads. By responding to the ads, users were directed to a contest microsite to learn more about Windows Live, sign
up for Windows Live IDs and enter their ballots.
Results
The results were lucrative for both Microsoft and its users of Windows Live. After just one month, the Sign In and
WIN microsite received over 2.4 million unique visitors via traffic from the Windows Live and
sympatico.msn.ca campaign2. Specifically, 4.5 per cent of the total Canadian online population3 visited the campaign
microsite and 17 per cent of the visitors entered a ballot – a strong conversion rate for a contest Web site. Advertising
on Windows Live Messenger significantly added to the campaign’s success by attracting 767,456 English users and
357,053 French users, respectively. And at relatively no cost to the campaign, Facebook referrals and news feeds drove
over 19,000 users to the contest’s site. As a result, the campaign helped increase brand awareness for the Windows
Live brand. The positive feedback from users came in droves:
“Love this contest!!!”
“This site has been extremely refreshing and is used often when communicating
with someone important. Thank you for this service and hope to WIN in more ways
than one.”
“This is the best ever wouldn’t change a thing. Good work Windows Live!!”
Source: Windows Live Sign in and WIN
“The Sign In and WIN campaign was
undoubtedly a success due to the vast
audience reach of Windows Live and its
enthusiastic users," said Tatania Tucker,
Media Director, Bensimon Byrne." As an
online marketer, it's important that I can
rely on the network to reach the brand's
target audience. Windows Live and
Sympatico / MSN® take the guesswork out
of planning an integrative online strategy
by delivering a highly engaged, involved
audience."
1
Source: comScore Media Metrix, MSN Messenger Service Canada, Unique Visitors, Average July 2007 to October 2008, Total Audience
Source: Internal Microsoft Canada data
3
Source: comScore Media Metrix, Unique Visitors, September 2008, Total Audience
2
Case Study: Nestlé Canada
Nestlé Launches Cool Campaign with sympatico.msn.ca
Company Overview
When Nestlé Canada decided to serve up a deliciously cool online campaign
to its target demographic of males and females between the ages of 17 and
34, the ice cream manufacturer turned to the portal where many Canadians
congregate: sympatico.msn.ca.
Campaign Objectives
The campaign was simple in concept, ambitious in scope, and ultimately
successful in execution: the objective was to create a refreshing and fun
mobile and online program to attract and engage Nestlé’s core demographics and position the “Blue Freezer” as a destination brand. However, in one of
the rainiest and coldest summers on record, the frozen snack-centric
campaign needed to overcome practical and perceived obstacles in its path.
Besides battling the uncommonly cool summer, the biggest question was
around whether consumers would engage with an online campaign, even
though the product couldn’t be purchased online. The answer: a resounding
yes.
Client:
Nestlé Canada
Products Used:
Windows Live™ Hotmail & Windows Live™
Messenger, Microsoft® adCenter,
Sympatico / MSN™ Entertainment &
Sympatico / MSN Music
Key Facts:
The Blue Freezer banner campaigns, which
appeared throughout sympatico.msn.ca
properties including the homepage,
entertainment.sympatico.msn.ca,
music.sympatico.msn.ca, Windows Live
Hotmail, and Windows Live Messenger,
generated more than 114,000 total clicks,
and 117 million impressions. The click
through rate on these banners was 0.10 per
cent.
Nestlé turned to sympatico.msn.ca to create a robust and interactive program
that would incorporate several different elements across a broad variety of
online properties. And because sympatico.msn.ca focused on targeting
Nestlé’s desired demographics, specific portal elements and tools were
selected based on usage data. The “Blue Freezer” program on
sympatico.msn.ca, which highlighted Nestlé’s contest included: a banner
campaign that spanned across several sympatico.msn.ca properties as well as
Windows Live Hotmail and a Live.ca search campaign; a designated Windows
Live Messenger tab; a “Blue Freezer”-branded microsite; and a mobile
component which required the entry of a 10-digit PIN.
“The incredible broad reach of the sympatico.msn.ca platform and its savvy targeting
tools, allowed us to bring both the online and the mobile elements together in one place
and in real-time. The result: high click-through and interaction rates,” said Darren
Hartigan, Marketing Manager, Frozen Snacks, Nestlé.
Results
The results were tasty indeed. The “Blue Freezer”-branded microsite welcomed more than 150,000 unique visitors in
the first three months of the campaign alone, a number that exceeded Nestlé s expectations. Additionally, the Blue
Freezer banner campaigns, which appeared throughout sympatico.msn.ca properties including the homepage,
entertainment.sympatico.msn.ca, music.sympatico.msn.ca, Windows Live Hotmail, and Windows Live Messenger,
generated more than 114,000 total clicks, and 117 million impressions. The click through rate on these banners was
0.10 per cent.
“Immediate gratification is essential for this target audience
and we knew that if we did not engage the consumer at the
initial point of purchase, the opportunity would be lost. Allowing
consumers to enter their 10 digit pin code via text / SMS
provided an avenue to facilitate that engagement and the
results were fantastic,” said Hartigan.
Additionally, the Windows Live Messenger tab received 45 per cent more
page views than average, and the Live.ca search campaign using Microsoft
adCenter netted a click through rate of 3.44 per cent. And finally, the
program s mobile campaign saw a full 15 per cent of all entered PINs
activated through mobile devices.
“The Sympatico / MSN team quarterbacked
the entire online consumer experience and
were instrumental in ensuring that the digital
component of the Nestlé Blue Freezer program
fit seamlessly with the traditional TV, transit,
POS components of the campaign. The result
truly was a consumer centric 360 degree
program,” said Hartigan
Case Study: Mitsubishi Motors
Drives Strong Results with
Contest Campaign
Company Overview
Mitsubishi Motor Sales of Canada, the Canadian distributor of cars, sedans
and sports utility vehicles – including great-selling brands such as Lancer,
Galant, Eclipse Spyder, Outlander and Endeavor – shifted its online advertising initiatives into high gear by launching a creative marketing campaign
exclusively on sympatico.msn.ca.
Campaign Objectives
January to April is auto show season in Canada and is therefore a critical time
for manufacturers to focus on marketing and expansion. This holds true for
Mississauga, Ontario-based Mitsubishi Motors Canada, which has been in
Canada for six years and currently has 70 dealerships nationwide. As a part of
its Canadian expansion initiative, Mitsubishi plans to increase this number
over the next three years, so maximum brand exposure is crucial.
Client:
Mitsubishi Motor Sales of Canada
Products Used:
Sympatico / MSN™ Autos,
Sympatico / MSN™ Finance,
Sympatico / MSN™ Shopping,
Windows Live™ Hotmail and
Key Facts:
Mitsubishi successfully connected with its core
market as a result of targeting the extensive
sympatico.msn.ca audience. From January to
March, the campaign touched over 1.6 million
unique English users and over 560,000 unique
French users on sympatico.msn.ca – garnering
over 100,000 contest entrants during the first
two weeks, alone. Additionally, the contest
microsite drove 34 per cent of the overall
autos.sympatico.msn.ca English traffic and 38
per cent of the French traffic during the
duration of the campaign.
To ensure Mitsubishi had a strong presence during the 2008 auto show
season, the company wanted to raise brand awareness by targeting online
audiences. The company identified autos.sympatico.msn.ca as a key online
portal that represents the Mitsubishi and auto show demographic – 25 to 35
year-old male car enthusiasts.
The innovative online program, developed in partnership with
OneMethod Inc. Digital + Design, centred on a creative campaign
that was both interactive and uniquely appealing to this online
male demographic. To engage the target audience, OneMethod
Inc. developed the Mitsubishi “Hunt for the Total Eclipse” contest
that ran exclusively on sympatico.msn.ca – specifically on the
Autos, Finance and Shopping channels. The online contest
presented one lucky winner with a chance to win a 24-month
lease on a 2008 Mitsubishi Eclipse Spyder – courtesy of Mitsubishi
Motor Sales of Canada.
“Our key demographic represents the youngest audience in the auto market, who also spend a significant amount of
time online. Hosting the contest exclusively on autos.sympatico.msn.ca was the ideal strategy for connecting with our
core demographic,” said Kevin O’Rourke, Customer Experience Marketing Manager, Mitsubishi Motors Canada.
The unique online challenge involved an interactive scavenger hunt for auto parts on the autos.sympatico.msn.ca,
shopping.sympatico.msn.ca and finance.sympatico.msn.ca. Visitors were exposed to a voken (an animated floating ad)
represented by a rolling tire. By clicking on the tire voken, the engaged users entered a custom microsite supported by
sympatico.msn.ca where they had to build a Mitsubishi Eclipse Spyder; those that completed the build had the chance
to win. To promote the contest, OneMethod developed a 3D model of the Eclipse Spyder which included rollover
links, supported by Live.ca, to generate search queries related to Mitsubishi Motors parts.
Results
Mitsubishi successfully connected with its core market as a result of targeting the extensive sympatico.msn.ca audience. From January to March, the campaign touched over 1.6 million unique English users and over 560,000 unique
French users on sympatico.msn.ca – garnering over 100,000 contest entrants during the first two weeks, alone. Additionally, the contest microsite drove 34 per cent of the overall autos.sympatico.msn.ca English traffic and 38 per cent
of the French traffic during the duration of the campaign.
“The targeted campaign was creative, innovative and engaged our potential customers in an entirely new way,” said
O’Rourke. The integrated user experience touched the main sympatico.msn.ca channels, which contributed to higher
engagement and contest participation. The contest completion rate, which included the collection of all five auto
parts, was 91 per cent in English and 93 per cent in French.
“Sporty convertible models are usually not top of mind for consumers during the
winter months, but following the Hunt for the Eclipse contest, we noticed that more
consumers were interested in the Eclipse,” said O’Rourke. “The Sympatico / MSN
campaign successfully boosted customer awareness while helping to position
Mitsubishi for future online marketing success.”
Case Study: Clearly Contacts, Canada
Clearly Contacts Eyes Canadian Expansion With Microsoft adCenter
and Windows Live
Coastal Contacts is a premium online supplier of contact lenses, eyeglasses
and related vision care products with operations in Asia, Europe and North
America. Its Canadian operations, Clearly Contacts, are based in British
Columbia. Coastal Contacts Inc. (TSX: COA) is publicly traded on the Toronto
Stock Exchange.
As a part of its Canadian growth plan, the company is expanding outside its
established B.C. base and focusing marketing efforts to include all of
English-speaking Canada. In tandem with successful direct mail and related
print advertising, Clearly Contacts also relies on search and display advertising to establish brand awareness and help generate sales with online
consumers.
Client:
Clearly Contacts, Canada
Products Used:
Windows Live™ Hotmail & Windows Live™
Messenger, Microsoft® adCenter,
Sympatico / MSN™
Key Facts:
To help produce sales leads, Clearly Contacts
uses a mix of search advertising with Live.ca
and Microsoft adCenter, and runs display
ads on Sympatico.MSN.ca and Windows Live;
where it generates a 0.10 percent average
click through rate for its display campaign
during September and October of 2008.
To help produce sales leads, Clearly Contacts uses a mix of search advertising
with Live.ca and Microsoft adCenter, and runs display ads on
Sympatico.MSN.ca and Windows Live where it generates a 0.10 percent
average click through rate for its display campaign during September and
October of 2008. Over the years the company has done extensive research on
its customer base, and today its marketing efforts focus on young, tech-savvy
women - an audience that accounts for nearly 60 percent of its online sales.
By taking advantage of Microsoft adCenter’s audience targeting features,
Clearly Contacts has reached deep into its core demographic, and has
realized effective rates of return on its online advertising spend.
“We have seen some good click through numbers from our adCenter campaign on
Live.ca,” says Mike Suh, search marketing coordinator for Clearly Contacts. “The people
who search on Microsoft’s Live.ca represent a market that we need to tap into in order to
help grow our business.”
Microsoft adCenter’s geographic targeting feature also helps Clearly Contacts engage with the English Canadian
market in a way it typically can’t with other traditional marketing methods, and ensures its search marketing campaign
is measurable and in alignment with company goals.
“We’re successfully growing our presence across the country,
and the results we’ve seen from our adCenter campaign on
Live.ca have been a part of that,” adds Suh.
Additionally, Clearly Contacts takes full advantage of Microsoft’s display properties by advertising on the
Sympatico.MSN.ca homepage, Windows Live Hotmail and Windows Live. This powerful combination helps Clearly
Contacts raise the awareness of its services and reach new audiences.
The display campaign also helps direct consumers to the company’s Web site and point-of-purchase features, which
gives Clearly Contacts an effective way to measure sales and potential campaign ROI.
Results
Microsoft search advertising has played a pivotal role in helping Clearly Contacts grow its existing business in Canada.
Affirmative adCenter click-through rates have proof-pointed the company’s initiative to expand its product portfolio
to offer eyeglasses, as well as contact lenses.
The company also garners great success from advertising on the Sympatico.MSN.ca and Windows Live properties.
Since September and October 2008 the display campaign has generated a 0.10 percent average click through rate on
its Sympatico / MSN homepage, Windows Live Messenger and Windows Live Hotmail ads.
advertising.microsoft.ca
1-800-985-4671

MSN.ca - Microsoft Advertising

Transcription

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