has launched a digital advertising platform in India that aims to simplify digital advertising and create a larger ecosystem connecting advertisers and publishers. The new platform has been named Microsoft Digital Advertising Solutions (MDAS), and it has been launched in India in partnership with four online publishers: Bollywoodhungama.com (entertainment), Equity Master (finance), HDFC Sec (finance) and Facebook (social networking).
Through MDAS, Microsoft will provide display, rich media, contextual and video advertising solutions for its partners. NDTV Media, MDAS' exclusive sales partner, will bring advertisers to the platform. "In the last one year, the online advertising market has grown rapidly, and the time is right to build a large digital ecosystem by connecting advertisers and publishers on a common platform," says Rajnish, head, MDAS, India.
Rajnish says, "This digital ad platform is significant because of two reasons. It simplifies the processes of advertising online and also offers advertisers an opportunity to reach out to a diverse and high quality audience." For publishers, it provides ready access to an existing 350+ advertisers who currently advertise on MSN and Windows Live properties. Advertisers will benefit from more relevant targeting.
"This new platform will enable NDTV Media to expand the number of advertisers by several folds. Our target is to have 750+ advertisers on the platform by the end of the calendar year," says Niraj Dutt, chief operating officer, NDTV Media.
On the mobile initiatives, Jaspreet Bindra, country manager, online services, Microsoft India, says, "With more than 200+ million mobile phones in the country, advertising solutions on mobile will help grow the advertiser base."
For the record, Microsoft had been monetising MSN.com and Windows Live, in association with NDTV Media, for the past two or three years. The significant difference (with the launch of MDAS) is that now, Microsoft and NDTV will do so for all kinds of online publishers who are looking at targeting customers in a relevant, effective manner. "So far, the Internet has been seen as a sales medium," explains Bindra. "With this, we hope to give advertisers a platform to build their brands online."