Strategic move demonstrates Microsoft’s commitment to advertisers, clients and partners in the region
Singapore, 6 July 2009 – In a move that further strengthens its ability to serve online advertisers in Southeast Asia, Microsoft Corp. today announced that its Microsoft Advertising team will be expanded to serve clients in Singapore directly instead of through sales partners.
This strategic move reflects Singapore’s importance as a regional advertising hub and creates a strong platform for continued growth. It allows Microsoft Advertising to engage and build long-term relationships with clients, to help them build powerful brands and direct relationships with consumers.
The direct sales and advertising operations team will integrate the existing local and multinational Microsoft Advertising teams in Singapore and will serve all Singapore-based advertisers, regardless of where the ads will finally run. The newly combined team will report to Richard Huggins, Sales Director of Microsoft Advertising in Southeast Asia. This also marks an end to Microsoft’s successful relationship with its current sales partner dLive in Singapore.
“Over that last seven years, Microsoft Advertising has worked closely with dLive to build the digital advertising landscape for Singapore-based advertisers and agencies,” said Mr. Huggins. “The decision to make this strategic investment is predicated on Singapore being the pre-eminent regional hub for advertisers and agencies, as demonstrated by the recent establishment of the Interactive Advertising Bureau (IAB) here.”
“Microsoft is committed to the online advertising industry in this region as the digital landscape is expanding” said Mark Inkster, Managing Director of Microsoft’s Online Services Group in Southeast Asia. “On average, consumers are spending over 40% of their time online, and we have seen our network reach for MSN and Windows Live grow to over 74% in the last year[1]. With this new sales structure, we will be in a better position to support the growing number of advertisers who are looking to increase their digital budgets, as well as agencies that are investing in digital skill sets.”
Microsoft will work with dLive to ensure a seamless transition for advertisers and agencies through this period.
Microsoft’s Internet properties are among the most popular in the world, and they lead in multiple markets in Southeast Asia, including Malaysia, Singapore and Thailand, where Windows Live Messenger is the most-used instant messaging (IM) client. Microsoft’s diverse range of digital media properties includes services from MSN, Windows Live, and Bing.
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[1] comScore Media Metrix, May 2008–2009
