Redmond, Washington — Software behemoth Microsoft Corp., vying for victories in the online advertising market, has finally triumphed in pounding Google and Yahoo to the punch, Microsoft Advertising has signed an agreement with the Discovery Channel to promote its “Deadliest Catch” TV series to the Redmond company’s Internet properties.
With display ads becoming obsolete, Microsoft has been making a push to do more cross-platform ad sales, and the company has now landed its first size-able account: the entire seven-figure ad budget for the Discovery Channel’s “Deadliest Catch” television series.
The Discovery Channel has selected Microsoft in preference to Yahoo and Google as the advertiser for the fifth season of its Deadliest Catch show.
Microsoft has sold more than 90 percent of its first ad campaign that simultaneously combines Internet, mobile and video game businesses to promote the Discovery Channel’s fifth season of the fishing documentary “Deadliest Catch,” the companies said on Monday.
Deadliest Catch, a reality series which is based on crab fishing in the waters off Alaska, is entering its fifth season. Discovery handed over the show’s entire online advertising budget (seven figures) to Microsoft, purchasing more than 90 percent of the software giant’s advertising inventory owned on MSNBC, Fox Sports, MSN, MSN Mobile, and Xbox LIVE.
The campaign will display a variety of Microsoft-developed video, mobile and interactive media, as well as in-game advertising.
“The doors to our one-stop shop are open,” said Keith Lorizio, vice president of U.S. sales, Microsoft Advertising.
“The Deadliest Catch campaign demonstrates how we are making it easier for customers to buy and integrate multi-platform digital campaigns. In partnership with just one publisher, advertisers reach a targetable, premium online audience where they consume digital content most — PC, mobile and TV screens.”
Discovery Communications, owner of the Discovery Channel, did not disclose how much it will spend on the campaign set to begin on April 14, 2009 but said that the show’s full online marketing budget would be devoted to the deal.
The campaign will include interactive over-the-page ads, DVR reminders, calendar updates, text alerts, and e-mails via the MSN and MSN Mobile homepages.
For instance, Discovery will also include Transitional Skin on MSN Video and MSNBC Video, search keywords on Live Search, and the Xbox Live platform will have a “Deadliest Catch Text to Win Sweepstakes.” The sweepstakes provides users with a specific mobile SMS code to text for a chance to win Microsoft Points (two million points will be given away) that can be used to buy games movies and television shows.
Of course, it is just one campaign, but an important factor for Microsoft is the breadth — which could help to validate its strategy of continuing to compete even in parts of the online market where it has been struggling to keep up with industry leaders.