Windows Live Messenger is giving advertisers a more dynamic role in the conversations that its users have. Windows Live Messenger Personal Expression, which replaces Messenger Theme Packs from May this year, gives advertisers creative control over all branded elements: winks, emoticons, backgrounds and display pictures, and a far more central role in the Messenger platform.
Users of Windows Live Messenger v8.1 can choose Personal Expression elements from drop-down menus in the main Messenger conversation window. Advertisers sponsor one of the eight Personal Expression slots available in each menu for a minimum of one month, When the user clicks on an advertiser slot all the assets within that element are downloaded into their menu with one click.
Messenger users no longer need to download an advertiser’s theme pack in order to use its elements to add personality to their conversations; advertisers no longer need to invest in banner ads to drive downloads of their sponsored material: the end result is more value for the consumer, and a more natural role for brands in Messenger conversations.
New measurement criteria available through Personal Expression enables advertisers to track the frequency with which their branded elements are viewed and downloaded, providing detail of the ROI delivered by each campaign.
As with Messenger Theme Packs, Personal Expression put brands at the heart of millions of conversations each day, courtesy of the extensive reach of the Windows Live Messenger platform. The design of these brand elements is now in the hands of advertisers and their creative agencies, providing the opportunity for more creativity – and greater audience engagement:
Key features of Windows Live Messenger Personal Expression:
- Access to millions of users worldwide through the Windows Live Messenger platform
- Brand elements take a central role in Messenger conversations, driven by user choice
- Branded winks, emoticons, backgrounds and display pictures instantly accessible through drop-down menus in the Messenger conversation window
- Limit of eight sponsored Personal Expression slots in each menu , ensuring uncluttered environment
- Personal Expression developed by advertisers and creative agencies
- Reports of views and downloads available for each Personal Expression element.
- Standard, Rich media and Expandable banners are available alongside the main conversation window and Windows Live Today page in Windows Live Messenger presenting high-impact creative at the point of consumer influence.
- Adding ad sharing to banner ads in Windows Live Messenger extends reach, drives deeper interaction and invites viral distribution.
