The company, which has seen success with its online and iTV sales - and now sells through mobile phones - will run ads within the Messenger interface that expand into full-screen video executions.
The ads are from the TV campaign featuring Big Brother contestant Nikki Grahame. It plays in a small banner at the bottom of Messenger users' contacts page that they can roll over to expand into a bigger-screen version.
The format has been tested in other MSN markets, including Brazil, Taiwan, and the US. But this is the first time the format, which follows a preferred European supplier deal with DoubleClick, has been used in the UK.
David Pugh-Jones, creative strategist at Microsoft Digital Advertising Solutions, said: "We are very excited about this new form of ad delivery, which really pushes the innovation boundary."
The deal was struck by Domino's digital media agency BLM Quantum. Its head of emerging ad technologies, Dominic Finney, said: "Through the creation of innovative, rich-media digital advertising campaigns, Domino's Pizza has become a brand that people feel compelled to interact with. We are really excited to be the first to offer a full-screen video ad campaign via Windows Live Messenger in the UK."
_1.jpg)
.jpg)
