In a deal brokered by MediaCom, Island Records has become the first UK advertiser to sign up for a six-week campaign to promote The Fratellis' new album 'Here We Stand' across the video service.
The album will be integrated into Messenger conversations to raise awareness and encourage sales while a sponsorship logo, pre-roll video ad and banner will appear on Messenger TV.
The application is designed to develop Windows Live Messenger as an advertising platform, combining Messenger conversation with MSN video content to be shared across the 90m Messenger users across Europe and 240m Messenger users worldwide.
Chris Scott, product manager at Island Records, said: "We are confident that the combination of premium video content and the highly engaged Windows Live Messnger audience will help deliver a high impact advertising campaign to promote 'Here We Stand'."
Premium content from companies such as MTV and BBC iPlayer will be available on Messenger TV.
Users will be able to share a video with a friend allowing for simultaneous viewing and the ability to chat while the video plays.
Other advertisers to sign up for Messenger TV include Mazda in Spain, Pepsi in Norway and a global campaign with Twentieth Century Fox.
Chris Ward, commercial director at Microsoft Digital Advertising Solutions, said: "Messenger TV will give brands an even deeper integration into the Messenger conversation through a new and unique social media experience that taps into that 'water cooler' moment where highly engaged consumers meet to share and discuss online content.".jpg)
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