MSN India To Move To Time-Slot Base Advertising; NDTV To Sell MSN Inventory

According to sources in the Indian digital media industry, MSN India is revamping its advertising methodology, ContentSutra has learned. If things go as planned, it will move away from pure CPM based advertising and will engage in dayparting, or even a more radical form of it. The key media properties of MSN India are MSN Hotmail, MSN Messenger and MSN Search.
MSN plans to use the TV approach where the advertiser buys time, and not space. For instance, if an advertiser wants his or her product or service to be advertised at a particular time on a section or page, he buys the time instead of real estate like in a print newspaper. So it’s more like how TV channels sell their airtime.
Also: MSN India and NDTV Media, the media selling agency of TV channel NDTV, are expected strike alliance to sell MSN’s media properties. It also plans to show TV ads on the desktop – as the source say, it may be something like a desktop TV. But the idea now is to show only ads, not any other content.
We don’t have more details, but an announcement in this regard is expected sometime later this week. More later…

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