Effectiveness Of Streaming Ads On Par With TV Ads.

A groundbreaking study involving U.S. consumers has shown that advertising presented via online streaming video is equally effective as television advertising at generating brand interest, conveying a distinctive and memorable message, and influencing viewers. The study was conducted on behalf of Pfizer Consumer Healthcare, the world’s second-largest consumer healthcare company, and MSN Video by Millward Brown.

“This study was the catalyst for us to enter the broadband arena as an innovative, new way to connect with consumers,” said Kaki Hinton, vice president of advertising services for Pfizer Consumer Healthcare. Streaming ads for Pfizer Consumer Healthcare products are slated to appear on MSN Video through the end of this year and into 2005.

Officially launched in October 2003, MSN Video provides advertisers with a new way to reach consumers via the popular medium of online streaming video. The advertising spots are integrated within MSN Video’s high-resolution news, sports, entertainment and other programming. Contextual ads are displayed on the MSN Video on-screen player to help tie the emotional impact of television ads with the instant interactivity of the online format. MSN has experienced a
tremendous response from leading top 100 advertisers since launching MSN Video last October.

“As consumers spend more viewing time online, leading brand advertisers are shifting ad dollars into products like MSN Video to reach audiences online in innovative and effective ways,” said Steve Moss, general manager of North America Ad Sales at MSN. “We are delighted with the findings of this groundbreaking research commissioned by Pfizer Consumer Healthcare and are pleased to welcome such a distinguished consumer products company to the ranks of advertisers on MSN Video.”