Media2win creates dynamic search campaign for MSN India
Contextual advertising took an interesting turn with online creative agency Media2win creating a dynamic search campaign for MSN India, touted as the first of its kind in India. The campaign is currently running on Google search. When one searches for keywords like Cricket, Cricket Score or Champions Trophy on Google, then on a match day the sponsored ad of MSN India shows the Live score of the match. When clicked, it lands on the Cricket score page of MSN India. As against the static contextual advertisements, the ad campaign of MSN India gets dynamically created and hosted on Google the moment content on the site gets updated. This provides an instant answer to the search query of the user. “The challenge in Search Engine Marketing (SEM) is to ensure that the searched keyword delivers a compelling creative and points to the right page that provides an answer to the user’s query. We translated this requirement by developing a tool that automatically generates keywords, writes and publ