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Online media company MSN’s introduction of advertiser content on its website msn.co.nz will meet the growing demand among brand owners for richer storytelling, MSN New Zealand general manager Liz Fraser says.

One of New Zealand’s busiest news and entertainment websites, msn.co.nz has recently launched a brace of new advertising options under its content integration advertising umbrella.

The new advertising formats provide advertisers with more latitude and a better platform for interacting with MSN audiences, across a range of formats, including branded advertorial pages, slideshows, sponsorship, competitions and mini sites.

Fraser says this is good news for MSN advertisers who, until now, have mostly relied on banner advertising to engage audiences. She says the continued build-out of msn.co.nz since its launch 18 months ago had reached a level that provided the scope for more advertiser interactivity within the MSN’s largely editorial framework.

However, demarcation between editorial and advertising is unflinching, she says. The bulk of MSN news continues to flow from partnerships with nzherald.co.nz, TV3, and ACP. Specialist categories, like MSN Travel, typically use partner services, such as accommodation search and booking engines, to provide online tools for site visitors.

It is within these special interest categories that advertisers can best leverage proprietary content and architect their own storytelling, Fraser says. “If someone is searching for flight tickets then there’s every possibility that destination facts, information about things to do when you get there, and related photos, will be sufficiently useful and engaging,” she says. “The idea is to provide MSN customers with richer information and better interactivity, which will help our advertisers to get their stories told.”

Prepared by Talkies Group on behalf of MSN.

More information
Richard Carter   
Talkies Group   
+649 356 4622     
Richard.carter@talkies.co.nz  

About MSN New Zealand: Launched in March 2007, MSN is one of this country’s largest online media companies. MSN manages msn.co.nz, which each month attracts 1.2 million customers, and Windows Live services, including Windows Live Hotmail and Windows Live Messenger, which are used by over one million and 660,000 New Zealand customers respectively. Over 600 million monthly page impressions are made by New Zealand customers of MSN’s Windows Live services, providing advertisers with access to one of New Zealand’s largest online audiences. MSN is 100 percent owned by ninemsn in Australia.