Microsoft and Nine Entertainment create Australia’s largest digital ad network
Microsoft Australia and Nine Entertainment Co. have finalised an agreement to expand the joint venture and place the Microsoft Media Network (MMN) alongside ninemsn.
Under the agreement, MMN will operate within the joint venture structure which will now deliver end-to-end advertising solutions across ninemsn, Windows Live, Bing, Cudo, iSelect, RateCity and the soon to be launched Microsoft Advertising Exchange.
The new structure will position the group to capture the opportunities that advertisers are now seeing to leverage data and technology to deliver return on investment at scale. It also means a consolidated offering for advertisers and provides buying efficiencies for agency partners.
Through this alignment, the ninemsn group of companies will represent audiences from its own branded properties along with other premium Australian and international online brands.
Says David Gyngell, CEO, Nine Entertainment Co.,: “Iconic brands and great content will continue to provide the most powerful advertising experiences for Australian advertisers. We also recognise the incredible new opportunities that Microsoft’s Advertising technologies offer us to maximise advertiser spend and to deliver great targeted advertising to the right audience at the right time.
Says Pip Marlow, managing director, Microsoft Australia: “ninemsn and Microsoft Media Network are two very effective and respected businesses that excel in marketing their respective products. This agreement takes it to another level in terms of product relevance, servicing capability and the combined quality and scale of online audiences represented.”
Mark Britt, Group CEO of the ninemsn group says: “Our industry will go through profound change in the next few years as technology creates opportunities for advertisers to connect better with their customers online. MMN has deep capabilities in technology led advertising. ninemsn has the largest reach and audience insight in Australia. By operating together and combining the long heritage and experience of each team, we will drive value to our advertising partners across the full spectrum of digital environments.”