MSN To Pioneer Personalised Ads In Emap Magazines

MSN is to use a revolutionary new personalised advertising format to promote its new messenger service across Emap’s Heat, New Woman and FHM magazines.

The campaign will feature “flirty” MSN messenger conversations using the names of the magazines’ subscribers in the body of the ads. The campaign will be the first in the UK to use the new personalised format, which has been developed by Universal McCann.

MSN claims that the surprise name inclusion will emphasise the fun, mischievous and intimate feel of the service. Commenting on the new format, Amanda Anthony, business to business marketing manager at MSN, said: “With so many exciting ad formats around it’s become increasingly difficult to achieve genuine standout but these personalised ads really do leap off the page at you.”

She added: “The combination of a young target audience and an informal, predominantly social communications service, made it essential that our media campaign was quirky and had genuine talkability. Personalised ads not only achieve standout, but are perfect at creating the intimate connections that MSN Messenger is all about.”

The campaign is the latest initiative from MSN’s £1 million, cross-platform marketing campaign to promote its instant messaging service (see MSN Messenger Launches Seven Figure Ad Campaign).

MSN: 020 7465 7700 www.msn.co.uk

Recent New Media Stories from NewsLine IAB Launches Consultation Drive For Bigger Ads UK WAP Usage Figures Show Steady Growth In February Cable Broadband Set For Massive Growth

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left