Watch Video While You Chat on MSN – Launches MessengerTV with MTV Sponsored Content
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The online medium is very well known among marketers as a lead generation tool which is effective and thats where the pay for performance mechanism for campaigns be it search or even banner driven is always been demanded by clients. But I have always been a believer that branding can be achieved through the online medium as well albeit even more effectively. Thats why we have covered brand microsites in detail before and also delved deeper on their impact.
MSN India was one of the first to launch a concept of desktop TV on the web which according to me was nothing but a poor attempt at combining TV and web and was intrusive in nature. Also technically Im not sure porting tv ads to a desktop Tv was the right approach at branding on the web. But now MSN seems to have learnt from its mistakes and seems to have launched another initiative combining video and branding opportunities.
According to this article by Tarana on afaqs MSN India has introduced a new platform called Messenger TV which will have sponsored content. The feature of this platform is that it lets people watch the same video and other content while chatting with their friends. The first advertisers for this campaign is MTV is using messenger TV to promote its romance-drama reality show in India, Splitsvilla.
The feature that makes this branding opportunity better than the desktop tv is the fact that it can be shared easily through chat. All the user needs to do is click a link below the video to share it through chat. While chatting also users can continue view the video. MTV is known to take online branding very seriously. As they were the first one to have a sponsored group on orkut for their TV programme MTV roadies. Their social media strategy is also A class with most their groups and communities be it orkut or facebook being regularly updated.
Back to this MSN initiative I see better prospects for the same from a brand managers perspective as this would definately affect the brands recall and impact among users. On the same point such a video aspect can be used by some players like facebook and twitter as well. If done right it can be a great tool for branding on these sites as well.
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