New MSN Campaign Targets Key Media Planners And Buyers

MSN is launching a business to business advertising campaign targeting key media agency planners and buyers with personalised messages.

The initiative will make use of the latest web-based technology to created targeted ads at MSN.co.uk, which for the next month will run personalised agency messages on all the banners served via the Adlink online sales operation.

Each agency planner that visits an Adlink website will view the first frame of the ad with the name of their company. Users will then be given the chance to click-though to a specially created competition site, where they can win prizes.

Commenting on the initiative, MSN.co.uk’s digital marketing manager, Amanda Anthony, said: “We are really pushinh forward the boundaries of technology and personalisation with this campaign, as we will ensure that online ads are only seen by customers who are directly relevant and interested.”

The idea for the personalised campaign was initiated and implemented by Universal McCann Interactive. The initiative will run for one month and after which MSN will consider the launch of similare campaigns.

MSN recently appointed Chris Dobson as its new general manager of digital marketing sales and trade marketing, with responsibility for developing the group’s advertising sales force and overseeing initiatives focussed on dedicated account management and partner retention (see MSN Appoints Dobson Manager Of Digital Marketing).

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

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