Microsoft Advertising has expanded the Windows Live Messenger ad format (300 X 250) to (300 X 600). A trial format by Samsung, Twentieth Century Fox and Tiffany & Co in Hong Kong has shown that they received 5 to 10 times more than the average click-through rate. The expanded ad format can enhance brand exposure and allow for greater creative input, video and rich media support to attract more eyeballs to campaigns. The format is now available for advertisers in Asia.“The new ad size has attracted a ten times increase in click through rates for Fox Entertainment,” said Richard Dunmall, MD of Microsoft Advertising Asia Pacific.
“This is exactly the type of success that advertisers want and need on their investment in our current economic environment.” Alex Yu, senior manager, Product Marketing/Branding, Consumer Electronics Team, Samsung Electronics HK said: ‘The bigger Messenger expandable format gives us a great branding opportunity and prominent exposure of the Samsung iDTV. Our two week campaign brought us a good response which performed five times better than the regular half expandable banner.” To tap into the power of viral marketing, Microsoft will soon release its Social ad format, which will allow users to share any interesting ads with friends in real time.
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