The platformers
Microsoft has launched a campaign to promote more advertising on its widely used platforms. Daniel Moschin, General Manager of Consumer & Online, leads the activities and consulting efforts in Zurich alongside Arend Hendriks, Sales Director at Microsoft Advertising.
We have been present in the field of Internet advertising in Switzerland for several years. But we have been running these activities with very few resources of our own," Daniel Moschin looks back in history. Previously, Microsoft worked together with AdLink. The marketing strategy was remote from abroad. But when the growth potential in online became increasingly clear, the time came for Wallisellen to act. The contract with AdLink was terminated, and Microsoft started marketing itself in the summer of 2007 with three newly recruited specialists. Just one year later, the office was expanded into a separate organization called Consumer & Online. A step that Microsoft took simultaneously in 22 of its most important countries worldwide.
Today, the unit headed by Daniel Moschin employs ten people in online advertising sales and around 20 in the entire Consumer & Online area. Advertising sales increased by 67 percent in the first six months. For the current fiscal year, which changes at Microsoft in July, Moschin still expects growth of 35 percent, despite the general advertising slump that has been noticeable since November.
Online is growing. Everyone agrees on that. "Anyone who has a third less budget available and still needs to communicate can find their solution here," Sales Director Arend Hendriks and General Manager Daniel Moschin see the potential of their offerings. "What has been unchanged for years is suddenly being questioned. We can see that even very large companies are interested in taking a closer look at our online offerings. We are in talks with institutions about projects that would have been completely impossible just a few months ago."
To make its ideas and products even better known, the Consumer & Online unit is now hosting a "Microsoft Today Event" in Switzerland for the first time. At Zurich's Cabaret Voltaire on March 26, top-class international key note speakers will examine the topic of online creativity from different angles. The focus will also be on a study on the marketing of luxury brands on the Internet and "Creative approaches to the development of innovative advertising campaigns" with the social networking platform Windows Live. The booming possibilities of dynamically switched in-game advertising on Windows games and Xbox games are also likely to arouse interest.
39 million visitors per month
Microsoft Advertising is a new participant in the Net-Metrix Audit web statistics and, with the user figures from January 2009 published for the first time, immediately achieves second place among the top Swiss websites. For technical reasons, only data from the mns.ch and Windows Live Hotmail portals will be collected for the time being. However, Messenger and Spaces are also to be integrated in the course of the year. The first published figures show 3.2 million unique users per month and a dwell time of 8.43 minutes per visitor. Total visits, at 39 million visitors per month, are also well above the market average. "The positive values show that our services are very popular with the Swiss. And they give our advertising customers the certainty that they are reaching their target groups via Microsoft's platforms," says a delighted Arend Hendriks. One example of this is Migros' regular branding campaigns on msn.ch, which are mainly used to attract customers to the points of sale for Cumulus promotion days.
"The Internet is now so integrated into the daily lives of all of us that it would be a big mistake not to reach out to people there," Moschin says. "You'd be missing a real opportunity, because most consumers now connect to the Net several times a day."
Women over 50 ensure growth
Microsoft has the most users in the service area - Hotmail and Windows Live Messenger. Here, advertisers place classic e-commerce ads, such as Ricardo. Increasingly, however, branding is also found on these sites. Larger customers at Microsoft include Mars, Migros, Kleenex, Sunrise. "Everything that a broad audience is looking for," Hendriks explains. The spectrum ranges through all social and age groups. However, Microsoft can see the strongest growth among women over 50. "That's where many are playing catch-up online." Many women are discovering a desire for small games or "casual gaming" in between. Or they exchange ideas among like-minded people and chat in communities. Here, however, Facebook's co-owners are aware that advertising is only accepted if it can offer users added value.
As an exclusive tool, Microsoft offers the so-called "Homepage Takeover" on the MSN portal. The entire page is surrounded by an advertisement. "Ikea has been able to measure a threefold increase in awareness for its textile campaign," reveal the specialists at Microsoft.
Andreas Panzeri
Today, the unit headed by Daniel Moschin employs ten people in online advertising sales and around 20 in the entire Consumer & Online area. Advertising sales increased by 67 percent in the first six months. For the current fiscal year, which changes at Microsoft in July, Moschin still expects growth of 35 percent, despite the general advertising slump that has been noticeable since November.
Online is growing. Everyone agrees on that. "Anyone who has a third less budget available and still needs to communicate can find their solution here," Sales Director Arend Hendriks and General Manager Daniel Moschin see the potential of their offerings. "What has been unchanged for years is suddenly being questioned. We can see that even very large companies are interested in taking a closer look at our online offerings. We are in talks with institutions about projects that would have been completely impossible just a few months ago."
To make its ideas and products even better known, the Consumer & Online unit is now hosting a "Microsoft Today Event" in Switzerland for the first time. At Zurich's Cabaret Voltaire on March 26, top-class international key note speakers will examine the topic of online creativity from different angles. The focus will also be on a study on the marketing of luxury brands on the Internet and "Creative approaches to the development of innovative advertising campaigns" with the social networking platform Windows Live. The booming possibilities of dynamically switched in-game advertising on Windows games and Xbox games are also likely to arouse interest.
39 million visitors per month
Microsoft Advertising is a new participant in the Net-Metrix Audit web statistics and, with the user figures from January 2009 published for the first time, immediately achieves second place among the top Swiss websites. For technical reasons, only data from the mns.ch and Windows Live Hotmail portals will be collected for the time being. However, Messenger and Spaces are also to be integrated in the course of the year. The first published figures show 3.2 million unique users per month and a dwell time of 8.43 minutes per visitor. Total visits, at 39 million visitors per month, are also well above the market average. "The positive values show that our services are very popular with the Swiss. And they give our advertising customers the certainty that they are reaching their target groups via Microsoft's platforms," says a delighted Arend Hendriks. One example of this is Migros' regular branding campaigns on msn.ch, which are mainly used to attract customers to the points of sale for Cumulus promotion days.
"The Internet is now so integrated into the daily lives of all of us that it would be a big mistake not to reach out to people there," Moschin says. "You'd be missing a real opportunity, because most consumers now connect to the Net several times a day."
Women over 50 ensure growth
Microsoft has the most users in the service area - Hotmail and Windows Live Messenger. Here, advertisers place classic e-commerce ads, such as Ricardo. Increasingly, however, branding is also found on these sites. Larger customers at Microsoft include Mars, Migros, Kleenex, Sunrise. "Everything that a broad audience is looking for," Hendriks explains. The spectrum ranges through all social and age groups. However, Microsoft can see the strongest growth among women over 50. "That's where many are playing catch-up online." Many women are discovering a desire for small games or "casual gaming" in between. Or they exchange ideas among like-minded people and chat in communities. Here, however, Facebook's co-owners are aware that advertising is only accepted if it can offer users added value.
As an exclusive tool, Microsoft offers the so-called "Homepage Takeover" on the MSN portal. The entire page is surrounded by an advertisement. "Ikea has been able to measure a threefold increase in awareness for its textile campaign," reveal the specialists at Microsoft.
Andreas Panzeri
(Daniel Moschin (l.), Arend Hendriks)
Daniel muslin
has been General Manager Switzerland in the then newly created Consumer & Online division at Microsoft since July 2008. He has "found his dream job" in this function because he can bring all his previous experience to bear here. In addition, Moschin is attracted by "the entrepreneurial opportunities. In addition to consumer PCs with the Windows Vista operating system, his area of responsibility also includes mobile telephony with Windows Mobile as well as Windows Live Internet Services with msn.ch, Live Messenger and Hotmail. Previously, Moschin spent five years at Microsoft as Business & Marketing Officer, where he made a significant contribution to the growth of the Swiss subsidiary. He was responsible for Windows PC operating systems and Live Services Western Europe.
Moschin studied marketing in St.Gallen and entered the professional world at Procter & Gamble. Over eight years, he progressed from brand assistant to marketing director in various countries. For four years he was responsible for the Swiss personal care market in Geneva, two years in Brussels for detergents Western Europe, and two years in Rome for laundry and home care products. Because he wanted to get to know "other aspects as well," he then worked for three years in strategy consulting at the Boston Consulting Group in Zurich. Then came his entry into the online business as General Manager of Jobpilot. After Adecco joined the company (and was later sold to Monster.com), Moschin moved to Microsoft in 2002.
Arend Hendriks
joined Microsoft in 2003. Initially, he was responsible for building up online services at the Central & Eastern Europe level. Hendriks pioneered the establishment of MSN platforms in Portugal, Russia, Greece, Poland, Switzerland and Austria. In Zurich, as Sales Director, he is now primarily responsible for "more growth" in the advertising market. Hendriks developed a professional interest in advertising during his studies. At Erasmus University in Rottterdam, where the native Dutchman studied marketing, he wrote a monthly column about advertising in a student newspaper. He then found the soon-to-be-booming Internet and the new possibilities of telecommunications just as exciting. Hendriks became a specialist in value-added numbers and set up various electronic stores for Dutch KPN. This earned him a contract to set up the same services at Swisscom.
In the meantime, the Internet was becoming more and more up-to-date, and Hendriks switched to AT&T. For this American company, he had to launch providers in various European countries from Switzerland. Hendriks is convinced that online will become the most important means of marketing in the future. "Obama showed the importance in his election campaign. We will also feel that in Switzerland in the next few years."
Daniel muslin
has been General Manager Switzerland in the then newly created Consumer & Online division at Microsoft since July 2008. He has "found his dream job" in this function because he can bring all his previous experience to bear here. In addition, Moschin is attracted by "the entrepreneurial opportunities. In addition to consumer PCs with the Windows Vista operating system, his area of responsibility also includes mobile telephony with Windows Mobile as well as Windows Live Internet Services with msn.ch, Live Messenger and Hotmail. Previously, Moschin spent five years at Microsoft as Business & Marketing Officer, where he made a significant contribution to the growth of the Swiss subsidiary. He was responsible for Windows PC operating systems and Live Services Western Europe.
Moschin studied marketing in St.Gallen and entered the professional world at Procter & Gamble. Over eight years, he progressed from brand assistant to marketing director in various countries. For four years he was responsible for the Swiss personal care market in Geneva, two years in Brussels for detergents Western Europe, and two years in Rome for laundry and home care products. Because he wanted to get to know "other aspects as well," he then worked for three years in strategy consulting at the Boston Consulting Group in Zurich. Then came his entry into the online business as General Manager of Jobpilot. After Adecco joined the company (and was later sold to Monster.com), Moschin moved to Microsoft in 2002.
Arend Hendriks
joined Microsoft in 2003. Initially, he was responsible for building up online services at the Central & Eastern Europe level. Hendriks pioneered the establishment of MSN platforms in Portugal, Russia, Greece, Poland, Switzerland and Austria. In Zurich, as Sales Director, he is now primarily responsible for "more growth" in the advertising market. Hendriks developed a professional interest in advertising during his studies. At Erasmus University in Rottterdam, where the native Dutchman studied marketing, he wrote a monthly column about advertising in a student newspaper. He then found the soon-to-be-booming Internet and the new possibilities of telecommunications just as exciting. Hendriks became a specialist in value-added numbers and set up various electronic stores for Dutch KPN. This earned him a contract to set up the same services at Swisscom.
In the meantime, the Internet was becoming more and more up-to-date, and Hendriks switched to AT&T. For this American company, he had to launch providers in various European countries from Switzerland. Hendriks is convinced that online will become the most important means of marketing in the future. "Obama showed the importance in his election campaign. We will also feel that in Switzerland in the next few years."
"Online advertising today is more than just below-the-line. In the old days, you'd place ads online when you had a little bit of budget left over. You did T-shirts, pens, or just online. That's gone with planners who are looking at today's market. "
Barack Obama set trends with his election campaign and activated millions with the use of advertising on the Internet. Here, for example, with in-game advertising.
In-game advertising is accepted by users because cleverly placed logos and posters make games seem even more like real life.
Windows Live Messenger or, for example, the weather on msn.ch are often clicked on by a user several times a day.
