In an example of Internet publishers using the medium to ease
ad sales, MSN on Monday
launched the MSN Media
Center, an effort aimed at bringing in smaller advertisers
and improving customer service for existing clients.
MSN’s Web properties, which include MSN.com, Slate, reached 52.7
percent of the online audience in February and are ranked third
by Media Metrix, after
AOL and Yahoo!.
This move to take ad sales online is the first by one of the
major players in the Internet publishing business, and it comes
at a time when the advertising industry as a whole is taking
more business to online exchanges like AdAuction.com, AdOutlet.com and AdFlight.com.
These online information and buying centers are said to level
the playing field for smaller advertisers, who may want to make
purchases but don’t know exactly where to start.
Like some of the online marketplaces, the MSN Media Center will
let advertisers input their desired demographics, and the
system, which uses @plan data, will return the most appropriate
advertising opportunities.
“One of the challenges customers face is how to synthesize the
over 150 available ad products throughout MSN,” said Paul
Major, lead product planner for MSN Sales.
“By combining Microsoft technology and MSN Sales expertise, the
MSN Media Center quickly and efficiently tailors MSN sites and
ad product information into the areas most relevant to our
customers advertising goals and objectives.”
Smaller customers can even buy online with a credit card
through the LinkExchange Ad
Store, while existing clients are steered toward contacting
their current account executive.
Existing clients gain access to a password-protected area in
which they’re able to get statistics on their current
campaigns, and gives them sneak previews of new ad products and
programs at MSN.
