Microsoft and CNBC are joining forces on advertising syndication. The two companies will collaborate to bring contextual advertising to the more than 2.6 million unique monthly visitors to CNBC.com.
Microsoft will be the exclusive third-party provider of display and contextual advertising for CNBC.com and its global audience. Contextual advertising will appear later this month with display advertising begining in March 2008.
When mobile users in the United States visit Microsoft’s MSN Mobile Web page on their cell phone, they’ll see banner and text ads from companies like Paramount Pictures and Jaguar. Both have signed up as Microsoft’s early partners.
Microsoft said it will conform to the U.S. mobile advertising guidelines supplied by the Mobile Marketing Association, a non-profit made up of agencies, advertisers, device manufacturers, carriers, retailers, software providers, and service providers that want to bring marketing to mobile devices.
The technology to embed banner and text ads in its mobile portal was created by Microsoft’s Advertiser and Publisher Solutions Group with expertise gained from its acquisition of ScreenTonic SA, which created an advertising platform specifically designed for mobile phones.
The APS Group will assume responsibility for building and marketing all ad platforms, including Atlas, DRIVEpm, MSNDR and Microsoft AdCenter, along with emerging media types such as in-game and mobile ads, and the agency arm Avenue A | Razorfish. The APS group will be run by Brian McAndrews, CEO of aQuantive, who will report directly to Kevin Johnson, president of Microsoft’s Platforms & Services Division (PSD).
Mobile advertising sales in the U.S. accounted for $421 million in 2006. That number is expected to reach nearly $5 billion by 2011 in the U.S. alone, according to market research firm eMarketer. Global mobile advertising sales are expected to reach $11.3 billion by 2011.