Microsoft Program Promotes Online Marketing

Microsoft Inc. has launched an advertising program to promote online marketing and advertising.

Creative directors and agencies participating in the MSN Creative Connection program include Alex Bogusky, executive creative director at Miami-based Crispin + Bogusky; Kathy Delaney, managing partner and executive creative director at Deutsch NY; Ty and Todd Waterbury, co-creative directors at Wieden + Kennedy New York.

Of all the media options available to marketers today, online offers the richest palette for reaching consumers with sight, sound motion and interactivity, combined with high-end demographics, but it’s not used to its full potential, said Eric Hadley, director of marketing at MSN.

Recent research sponsored by MSN and conducted by the firm Marketing Evolution found that online advertising lifted sales for targeted packaged goods by 7 to 12.5 percent and outperformed other media by as much as 30%.

Beginning in the fall online ads will be placed on the MSN network and elsewhere. Microsoft will provide technical support. The MSN network attracts more than 350 million unique users worldwide each month.