Published on October 4, 2007
On the first anniversary of the formation of MDAS (Microsoft Digital Advertising Solutions), the online advertising arm of Microsoft, executives from Microsoft and Impaq, the first sales partner for Microsoft online properties in Thailand, gave details about the organization of Microsoft's online advertising business. The executives also highlighted collaboration with partners and the popularity of the MSN portal and Windows Live Messenger as the key factors that have enabled Microsoft revenue from online advertising to triple over the past three years in Thailand.
"At Microsoft, we deeply understand the intersection of the consumer and technology. After all, we built our company around it. As more and more consumers spend more and more time online—always connected, using multiple devices—we help companies reach them," said Richard Huggins, regional sales director (SEA), Microsoft Digital Advertising Solutions. "MDAS empowers companies to connect with target consumers across multiple digital touch-points by advertising on our world-class partnership services across a diverse range of digital media properties, including MSN, Windows Live, Xbox, Office and Live Search," added Huggins.
Microsoft first announced the formation of MDAS in September 2006 and the organisation is now responsible for handling all online advertising across Microsoft's online properties. In Thailand, the main products include the online portal th.msn.com and the Windows Live products. The th.msn.com portal provides entry to a number of informative, interactive guides and sources of information on topics such as finance, entertainment, learning languages and job search, while the Windows Live products include Windows Live Messenger (Instant Messaging), Windows Live Hotmail (E-mail) and Windows Live Spaces (Blogging).
"Thailand is a unique market for us in the region - it is the only market in South East Asia in which the MSN portal and Windows Live Messenger are the clear market leaders - Thailand even ranks ninth in the world in terms of number of Windows Live Messenger Users," said Richard Huggins, regional sales director (SEA), Online Services Group, Microsoft. "However, another key to the success of MDAS in Thailand that has enabled us to triple our revenue since 2004, has been our collaboration with Impaq and the strong partnerships with and support from those companies who advertise on our online properties in Thailand," added Huggins.
Impaq, which was founded in 2003, and is headquartered in Bangkok, specializes in online marketing and has been appointed by Microsoft as the first sales partner for the MDAS online properties in Thailand as well as Philippines and Vietnam. In Thailand, the company also develops some of the online content on the th.msn.com portal.
In September this year, in Bangkok, MDAS co-hosted an online marketing seminar entitled "Optimize Digital Marketing and Strategies", at which speakers from leading advertising agencies, online advertisers and specialists in online marketing met to share key learning's about the online advertising industry in Thailand. As well as detailing the latest, innovative ways to advertise on MSN and Windows Live, the seminar was a platform for some of the companies that are leading the way in online advertising to share their experiences. One such company that was represented at the session was Samsung.
"Our research tell us, as is the case in many parts of the world, more people are spending more time online in Thailand. Online advertising is therefore becoming an increasingly powerful way for us to reach Thai consumers in new, creative ways," said Tossaporn Nisthanon, retail manager Telecommunication Business, Thai Samsung Electronic
"We have responded to the trend by increasing our annual marketing budget for online media to reach our target audience," Khun Tossaporn added.
Online media is different from traditional media in that it can include all kinds of multimedia and provides higher levels of interactivity," said Tom Srivorakul, CEO, Impaq Interactive
"For example, by clicking on a simple advertising "tab" (logo of a company) on a Windows Live Messenger window, audiences can be taken to a specially designed web environment providing details of a certain promotion or even allowing consumers to play an online game. Online advertising allows advertisers to use interactive 'Rich Media' in their campaigns to increase consumer engagement with the brand, in new and creative ways," added Krit