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The goal of the Microsoft campaign is ultimately to persuade more buyers to include MSN online buys in their upfront plans.
Microsoft ads will appear on backlighted panels and telephone kiosks in the city for two months. Cheeky headlines challenge marketers to allocate dollars to online media: "Hey, TV, I love what you've done with your hair! Nothing compliments traditional advertising like advertising on MSN." The tagline is "MSN, More Than an Impression."
Street teams clad in butterfly costumes, representing MSN's brand icon, will appear at key venues where media executives are hunkered down brokering deals. They'll hand out information on the role online media plays in the overall media mix.
The creative portion of the campaign was handled in-house by Microsoft, while media buying was handled by Interpublic Group of Cos.' McCann-Erickson Worldwide, San Francisco.