MSN - Dynamic Advertising




To demonstrate the power of www.msn.co.in as a destination for all user requirements. With news, entertainment, lifestyle, sports and many more channels, the revamped MSN India was ideal for any user needs. Consumers
needed to know about this.



The task was to bring this proposition alive in the moment when they were looking for such information. The best
way to do this was using Search Engine Marketing (SEM). Consumers use search engines primarily to seek
answers to their queries. We had to ensure that the advertising on Google was updated whenever content on www.msn.co.in updates. We created first time ever DYNAMIC ADVERTISING on google.co.in.



We built a tool that automatically generates keywords, writes & publishes the ad on Google. The software
would read through the content of www.msn.co.in; convert that into Google adwords & then publish it on www.google.co.in at real-time. This was done during the ICC Champions Trophy; consumers searching for
cricket related content were pushed to MSN through dynamic ads that have LIVE scores of the current match
because cricket scores got updated every minute on MSN



We generated a 250% jump in audience traffic on MSN cricket on critical match days due to the Google ads.