Microsoft Intros MSN Mobile Ad Service

• Posted: Wednesday, December 12, 2007
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• Author: pradhana
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• Filed under: Digital Content, Internet Advertising, Microsoft, Mobile Advertising, Online Advertising

Microsoft is introducing display ads across the U.S. using a new version of its MSN Mobile portal, naming Paramount Pictures, Bank of America and Jaguar as its charter advertisers. The software Goliath previously launched mobile ad initiatives in Japan and several European markets.

Microsoft's move into the U.S. market follows it mid-2007 acquisitions of European mobile advertising firm ScreenTonic and digital advertising firm aQuantive, Inc. -- Phil Holden, a director in Microsoft's Online Services division, told the Wall Street Journal the company is not yet targeting ads based on mobile subscribers' location or web surfing behaviors, but may change its mind in the future.

ScreenTonic boasts partnerships with mobile operators in the U.K., France and Belgium markets; according to Microsoft, its "mobile expertise and industry relationships" will complement the software goliath's Digital Advertising Solutions platform by providing advertisers with a range of ad formats, from display to text, as well as ad management and reporting capabilities.

In addition to both small graphical ads and text ads, MSN Mobile -- which connects consumers to Hotmail, instant messaging, search, news and related content -- will debut services from MovieTickets.com and mobile content provider Thumbplay.

Steve Berkowitz, senior vice president of Microsoft's Online Services Group, said the company is emphasizing an ad experience that is mutually beneficial to publishers, operators and consumers. "The mobile Internet is an extraordinary vehicle for brands to connect with their target audiences, because devices like cell phones enable interaction to take place virtually anywhere or anytime," Berkowitz said in a prepared statement.

"The acquisition of ScreenTonic will be part of our long-term strategy to deliver ad experiences that map to the environment. Together, we will be able to provide relevant ads where consumers are, when they are actively engaged and communicating." [FierceMobile Content]

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