Microsoft, hungry for victories in the online advertising market, is making lots of noise about the Discovery Channel's decision to devote the entire online advertising budget for the popular "Deadliest Catch" TV series to the Redmond company's Internet properties.
The campaign, pegged to the show's season premiere tomorrow night, will run across MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox Live, the company said in a news release earlier today. Bloomberg News calls it a "seven-figure" advertising deal. Microsoft says only that it's one of the largest advertising "spends" it has received to date.
It promises to be a real ad blitz. Microsoft says Discovery has purchased more than 90 percent of the owned advertising inventory on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox Live for tomorrow.
Of course, it's still just one campaign, but one key 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. Keith Lorizio, vice president of U.S. sales for Microsoft Advertising, is quoted in the news release saying, “The doors to our one-stop shop are open.”
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