Shaken & Stirred - Influential Brand Profiling and Positioning

New site : Sony, Nissan and The Potato Council among the first brands to take advantage of new MSN’s advertising capabilities as the site goes live in the UK

Microsoft unveils UK launch advertiser brands for all-new MSN

Sony, Nissan and The Potato Council among the first brands to take advantage of new MSN’s advertising capabilities as the site goes live in the UK

Microsoft today announces general availability of the all-new in the UK, a platform combining the engagement of an app with the reach of the web. As part of the launch, Sony Mobile, Nissan and The Potato Council are taking first position on the new platform that brings new content and functionality experiences to consumers and builds on Microsoft Advertising’s cross-device storytelling capabilities.

Designed from the ground up for a mobile, cloud first world, the new MSN is a dedicated web experience with complementary apps that sync across any platform (Windows 8, Windows Phone, with iOS and Android launching soon). The site combines premium content from the world’s leading media outlets across 10 verticals (News, Entertainment, Sport, Money, Lifestyle, Health & Fitness, Food & Drink, Travel, Cars and Video) with personal productivity tools that help users do more. Content partners include some of the world’s best and most authoritative sources, including Sky News, The Telegraph, the Guardian, CNN and The New York Times and now also brings the Financial Times onto the platform.

Productivity tools available on the new MSN range from shopping lists, flight status and savings calculators that sync across the mobile apps, to integrated access to Office documents and popular sites like, Facebook, Twitter, OneNote, OneDrive and Skype.

The Custom Header

With an existing audience of more than 17.1 million* people in the UK, 425 million across more than 50 global markets, the new MSN and MSN Apps provide brands with the opportunity to reach users in multiple mind-sets across any screen or ecosystem, seamlessly telling their stories via all the screens and devices consumers love. The Custom Header, for example, is a brand new format and the largest rich media unit Microsoft has ever created offering advertisers a fantastic canvas to share messages and drive awareness and engagement. Buying is simple too, with IAB standard units available across all the verticals of MSN.

Sony Mobile’s campaign commences with a Home Page Take Over (HPTO) rich-media creative that uses the new Custom Header format and drives awareness of the new Xperia Z3 smartphone on the day of its UK launch. Sony will be the first advertiser visible on the new MSN as it launches to everyone in the UK today.

The launch of MSN also sees Nissan as the exclusive launch advertiser for the new MSN Cars and will 100 per cent own the channel for two weeks (Wednesday 1st October to Wednesday 14th October). The campaign will centre on the Japanese automotive manufacturer’s promotion of its electric car, the Nissan LEAF, in addition to its continued sponsorship of a dedicated MSN Innovation Channel.

Similar to the Nissan campaign, Wednesday also sees The Potato Council launch its sponsorship of the Food & Drink channel – with the campaign also set to run for two weeks. Other brands in the launch line-up of advertisers include Lexus, who are working with our Ad Solutions team on branded original content that will feature across the news and cars channels, plus Tetley Tea, Virgin Holidays, Citroën, and many more.

Catherine Cherry, Marketing Director at Sony Mobile says:Our overall objective was to drive awareness of the new Xperia Z3 from Sony on the day of launch.  Running across MSN allows us to deliver mass reach on a single day.  The new custom header format gives us the perfect canvas to showcase the new features, in particular the Waterproof message, and drive cut through to help build momentum at the start of the campaign.”

Guillaume Masurel, Marketing Director at Nissan Motor GB says: “The Nissan LEAF campaign aims to increase familiarity, relevance and consideration by targeting in-market consumers who are motivated by smart choices. Capitalising on the launch of the new MSN Cars gives us the perfect opportunity to do this using new MSN ad formats, optimised for multiple platforms, and to target savvy car researchers at scale. Our aim is to educate this audience about the benefits of the electric car and show it as the ‘no brainer’ choice.”

Owen Sagness, General Manager for Microsoft Advertising & Online UK, says: “The new MSN has been built to reflect changes to consumer behaviour and the evolving ways people both discover and consume content. The revamped platform offers brands enhanced opportunities to talk to their audiences wherever they are, regardless of screen or ecosystem. MSN has long been a favourite in our stable of advertising opportunities and the new platform hugely strengthens our offering.

Microsoft has a unique position in the market with our ability to reach audiences across any screen with all of our owned brands (MSN + Apps, Windows 8, Xbox,, Skype, Bing) and beyond. And we give brands and agencies more flexibility, making it simple to buy with us whether it be for full customised solutions, purchasing inventory through our dedicated sales team or programmatically through the Microsoft Advertising Exchange.”

Read more about the new MSN at the global blog from Brian MacDonald, Corporate Vice President, Information and Content Experiences here.