Mi9 throws down the gauntlet to advertisers

James McGrath
By James McGrath | 25 November 2014

Mi9 is challenging advertisers – we have larger real estate to play with, now blow us away.

Yesterday it launched a revamped ninemsn website, nearly two months since MSN split from them. The new MSN page took a third of ninemsn's web traffic with it.

While there was excitement for the new MSN page, the team behind ninemsn quietly went about rebuilding its own page in the background, working with clients since August on it..

The focus for the new page centres around making it big, bold, and colourful, and in line with that it has made the ad units larger.

“We're trying to create a more engaging, interesting experience for the audience, and of course for the advertiser as well. I think this is pushing the aspiration for creative to be better and much more engaging, and interesting for the audience,” Mi9's national sales director, Emma-Jayne Owens, told AdNews.

“There's more real estate to play with now from a creative point of view in terms of size of the ad unit. So the creativity available to the advertisers within the space offers more opportunity.”

Owens also said there would be new integration opportunities afforded to advertisers as part of the revamp, and said the new site would be on the lookout for media-rich executions.

“You know when you go onto a website and you see an ad which doesn't sit quite right? We want to avoid that, we want our ads to be thought of as beautiful media-rich executions,” Owens said."[executions] that has video, a whole bunch of options for the audience to click through....that's our aspiration for higher-quality creative.”

Owens said while there was a revamp, it was comfortable with the amount of native advertising opportunities it offered advertisers on the old ninemsn, adding that this wouldn't change with the new site.

Meanwhile, she denied offering larger ad units had anything to do with making up a revenue shortfall created when MSN left to do its own thing.

“That's not the case. We want to make it easy to buy, and that's been our approach to the launch of ninemsn in this market. We want to make it easier to deliver a single campaign across both homepages [MSN and ninemsn], that's been our approach to market” Owens said.

She added that the ads on the new ninemsn would be no more expensive than those produced for the old site.

While MSN is now separate from ninemsn, Mi9 continues to sell ads for the MSN site meaning the revenue loss associated with losing a third of its web-traffic has been dampened somewhat.

The new ninemsn page will focus on a constant stream of content, taking the lessons it learned from its 9news launch around live feeds with the ninemsn editorial team to keep a constant stream of content going.

The network will launch a series of TV ads on the Nine Network over the next month to highlight the features of the new page.

For more news:

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ABC to cut 400 jobs, plots $20 million digital fund

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at jamesmcgrath@yaffa.com.au

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