MSN Dynamic Advertising

The Objective

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 Solution

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.

The Creative Route

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

The Results

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