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Microsoft Launches Digital Ad Platform - Adds Facebook, HDFC Sec & BollywoodHungama.com as Publishers
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Microsoft has announced its own digital advertising platform for India which will provide display, rich media, contextual and video advertising solutions for its partners. It has roped in publishers like facebook (Microsoft paid a bomb for this name didn’t it! ;)), Bollywoodhungama.com (Previously IndiaFM.com) and HDFC Securities.
Though Microsoft has launched this platform NDTV Media still remains its advertising sales partner which will be responsible for getting advertisers to this platform. Its almost as if Microsoft shudders to sell its own inventory! And I remember how NDTV started selling MSN inventory like TV spots based on time zones way back in 2006! Imagine! Everyone was going from CPM to CPC and here was a site selling internet banners based on time slots! They seemed to have learned from their mistakes and have reverted to CPM.
According to Rajnish - India Head, Microsoft Digital Advertising Solutions “This digital ad platform is significant because of two reasons. It simplifies the processes of advertising online and also provides advertisers an opportunity to reach out to a diverse and high quality audience. For publishers it provides ready access to an existing 350+ advertisers who currently advertise on MSN and Windows Live properties”
Microsoft also announced its mobile advertising initiatives and speaking on the launch Jaspreet Bindra, India Country Manager, Microsoft said, “With more than 200+ million mobile phones in the country advertising solutions on Mobile will help grow the advertiser base. Advertisers can now buy keywords on Live Search deployed on Vodafone Live and also buy display banner ads on MSN Mobile browse portal.”
Indian internet companies are already advertising on facebook. But this initiative will surely add the non internet portfolio to facebooks advertiser stable. Im still not sure whether its a smart move by Microsoft to still have NDTV as a partner after what they did with the advertising rates by making it TV like and placed a desktop tv on msn’s homepage if I were MSN head I would have fired such a partner then and there. But as they say I rub your back you rub mine and thats how business works in India. NDTV gets its TV advertisers to advertise on MSN which otherwise would be competing with giants like yahoo and rediff for a piece of the advertiser pie. But I think with facebook in their kitty sooner or later they should look at going on their own as far as advertising sales is concerned.
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