(20 June 2007 7:25 pm)

MUMBAI: Microsoft today announced the introduction of Sponsored Spaces across the region, including in India.

Sponsored Spaces is a new ad platform that allows advertisers to immerse themselves in the social networking scene and communicate and engage directly with consumers.

Sony Ericsson launched www.sharethereallife.spaces.live.com for community-based advertising on 4 June as a core element of an integrated marketing campaign to launch its new K810i handset. The site has advertisers keeping information and content fresh so that consumers can get regular updates.

"The blogosphere is exploding in popularity in Asia and advertisers are eager to reach out to this group of opinion leaders and influencer customers" commented Microsoft Digital Advertising Solutions head of multinational sales, Asia Karen Chia. "With the introduction of Sponsored Spaces, advertisers will now be able to quickly set up a social networking platform, maximize interaction with their customers, and tap into the large community of people on the Windows Live network."

Designed with the easy-to-buy, easy-to-sell approach that Microsoft brings to its advertising solutions, Sponsored Spaces is also integrated with Windows Live Messenger, making it much more effective for advertisers to promote their campaigns.

Advertisers can also allow Spaces users to add the Sponsored Site to their friends list, extending the impact of a campaign. With Sponsored Spaces, advertisers can use popular Windows Live Spaces features, such as photo albums, gadgets, video players, and update alerts, to bring a high degree of customization and creativity to their site while matching it with campaign themes.

The broad introduction of the new ad platform follows in-depth consultation by Microsoft with marketers and advertisers to create a solution that converges with social networking elements.

Sony Ericsson's Share the Real Me Sponsored Space, which ran in March this year, attracted close to 52,000 visits over a month and more than 191 comments, says an official release.

Share the Real Life, authored by Hong Kong celebrity Jan Lamb, encourages visitors to express themselves and share their real-life stories with others. Visitors to the new site are also invited to submit their blog in a competition. The winners, as judged by their online peers, receive a new Sony Ericsson K810i handset.

"With blogging in India emerging as vibrant as the rest of Asia and more Indians using the internet, advertisers will need to build successful campaigns around their brands in the Indian blogosphere," said MSN and Windows Live India head of digital marketing Revenue and Strategic Business Rajnish. "Different segments of consumers interact with each other through specific interest communities online. Social networking therefore enables advertisers to interact with not just the consumer but members of his community as well."