Ads go social on MSN

MSN   PIXEL MEDIA   VIRAL ADS

Hong Kong - Microsoft's Windows Live Messenger has introduced an ad sharing feature that allows MSN users to share ads in real time aimed at optimising campaign response rate.

Canon, Warner Brothers and Estee Lauder have taken the lead to use the new feature for their campaigns to promote the Pixma printer, Harry Potter and the Half Blood Prince and the advanced night repair cream respectively.

More than three million ad impressions have been launched using the sharing feature on MSN when the three campaigns were combined. 

Kevin Huang, CEO for Pixel Media and exclusive ad sales rep for Microsoft Advertising Hong Kong, said the ability to share ads on a digital platform with more than two million active users in Hong Kong is unique and a first.

"As advertisers demand more mileage and viral effects of their ad campaigns online, this simple but yet powerful feature makes it possible on a platform that is all about communications and sharing," he added. 

Huang said advertisers' ads becomes social when the sharing feature is activated on the banner, which will deepen user engagement with branded content. 

Sheila Wong, assistant marketing manager for Canon Hong Kong, said she was attracted to the sharing feature on MSN as the format is non intrusive to consumers. 

A media agency digital director said unlike previously where one needs to copy urls to share, the sharing button on MSN allows users to pass on ad content instantly making it convenient to facilitate real time discussions through messenger's shared activity window. 

However, he said the content of the ad has to be compelling enough for consumers to want to use the ad sharing feature. 

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